Introducing the New Torrid

Plus-size Fashion Retailer Introduces New Collections, Aspirational Marketing Approach

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Take an exclusive peek at our "I Am Torrid" photo shoot, photographed by Ellen Von Unwerth in New York City.

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CITY OF INDUSTRY, Calif.--()--Torrid, a retailer of on-trend fashion apparel, lingerie and accessories for young, voluptuous women who wear size 12 and up, is set to ignite the women’s specialty retail industry. The brand unveiled a comprehensive rebrand that reflects its sexy, fashion-forward point of view and includes new apparel collections, branding elements and marketing campaigns.

“Over the last year we have developed a compelling and well-differentiated position for the Torrid brand, in a niche market that’s underserved by the women’s fashion retail industry,” said Lisa Harper, Chairman and CEO at Hot Topic, Inc. – the parent company to Torrid. “We’ve tested styles, fits, silhouettes, colors and more, and understand what our customers want to wear. Our revamped vertical merchandising approach and new apparel collections are already receiving rave reviews – and will help drive improved sales and margins.”

Fashion Ignited

Torrid’s fall collection – which started hitting stores on July 30 – includes looks ranging from casual chic to sexy dresses, and is characterized by lace details, pattern play and color impact. Also important is that each item is designed and constructed specifically to fit and flatter a voluptuous figure, rather than being a “sized up” version of a fashion piece. Once developed, each piece is tried and tested on various plus-size models, ensuring a fit that’s unmatched in the industry.

“Our new Stiletto fit jean, which we are introducing now, is an example of our commitment to an exceptional fit,” said Harper. “It’s a figure-hugging silhouette with extra stretch for our sexiest look. We tested it with bloggers a few months ago and the feedback was very positive.” Torrid’s new Stiletto jean joins the brand’s other fits: the Skinny, Curvy Skinny, Bootleg and Slim Bootleg – which are available in a variety of fashionable washes, prints, colors and styles.

Sexy, Fearless, Beautiful

In addition to the new product roll-out, Torrid unveiled a completely new brand look and message that’s reflected in-store, as well as in a new integrated marketing campaign that includes print placements in Cosmopolitan, local billboards, social media marketing and more. The campaign tagline – “I am Torrid” – serves as an aspirational message to voluptuous women about their inherent beauty and sexuality. Campaign photography – shot by renowned fashion photographer Ellen von Unwerth – brings “I am Torrid” alive with sultry, sexy fashion images.

“Over the last year, the fashion industry has evolved to portray a more inspirational view of the plus sized woman – a move we applaud. Our new, more aspirational brand image reflects this shift and is empowering to our customers,” said Lisa Stanley, Vice President of Marketing for Torrid. “Our customers want real fashion that is flattering to their figures, and they want to be portrayed as they are: sexy, fearless and beautiful. The 'I am Torrid' campaign tells that story.”

Launched in 2001, Torrid now has 176 stores across the country. The chain began an expansion in 2012, signaling the company’s fashion collections resonate with customers and are well differentiated in the marketplace. The company has opened more than 20 stores in malls and strip centers in 2012, and expects to open approximately 20 more by the end of the year. The “I am Torrid” campaign is designed to clearly articulate the brand’s fashion positioning, and raise awareness that will drive sales in-store and online.

About Torrid

Torrid retails on-trend fashion apparel, lingerie and accessories inspired by and designed to fit the young, voluptuous woman who wears size 12 and up. Torrid fashion collections stimulate self-confidence and encourage a woman to feel sultry and downright irresistible. Torrid has 176 stores in malls and strip centers across the country, and an online store at www.torrid.com. You can also find us on Twitter (twitter.com/torridfashion), Facebook (facebook.com/Torrid ), Pinterest (pinterest.com/torridfashion/) and YouTube (youtube.com/TorridFashion). Torrid is a division of Hot Topic, Inc., (NASDAQ: HOTT).

Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50375533&lang=en

Contacts

Torrid
Jennifer Vides
626-839-4681 x 2970
JVides@Torrid.com

Release Summary

Torrid, a retailer of on-trend fashion apparel, lingerie and accessories for young, voluptuous women who wear size 12 and up, unveils new merchandise, brand marketing strategy.

Contacts

Torrid
Jennifer Vides
626-839-4681 x 2970
JVides@Torrid.com