Introducing the New Torrid

CITY OF INDUSTRY, Calif.–([1])–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[2].
You can also find us on Twitter[3]
(, Facebook[4]
( ), Pinterest[5]
( and YouTube[6]
Torrid is a division of Hot Topic, Inc., (NASDAQ: HOTT).

Photos/Multimedia Gallery Available:[8]


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