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.”
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.”
Read more: http://www.fashiontrendsetter.com/content/lingerie/Introducing-the-New-Torrid.html#ixzz2IRMEXENH