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Introducing the New Torrid | Business Wire

CITY OF INDUSTRY, Calif.--(BUSINESS WIRE)--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 descontos cupons 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 Sapatos Femininos Online 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

http://www.businesswire.com/news/home/20120813006314/en/Introducing-Torrid
Admin · 1 view · Leave a comment
28 Aug 2016. 12:56:24 am

Permanent link to full entry

http://goodjoker6464.sosblogs.com/The-first-blog-b1/Introducing-the-New-Torrid-Business-Wire-b1-p41.htm

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