Torrid Stores

Torrid stores are quickly becoming one of the hottest places to pick up plus sized clothing and accessories. Known to some as the younger, edgier Lane Bryant, Torrid offers trendy clothes aimed at girls and women between 12 and 36.

Torrid started out as a mall based store and website in 2001 as an offshoot of the mall-popular Hot Topic. Hot Topic features clothing that could be labeled as goth, punk and rock inspired. At first Torrid simply featured larger sizes of popular designs that were sold at Hot Topic. The first store was opened in the Brea Mall in Brea, California. Today, there are over 170 Torrid stores in 36 states.

In 2005, Torrid stores widened their merchandise selection to include other fashion viewpoints. The stores and website feature 50% private label items and 50% well known fashion brands. These brands include:

• Ed Hardy
• Dickies
• Loungefly
• Z. Cavaricci
• Tripp

Torrid stores sell novelty tee shirts, fashion tops, pants, shorts, skirts, dresses, outerwear, intimate apparel, accessories, shoes, jewelry, gifts and products. They have several distinct collections.

• Young Hollywood

This collection focuses on trendy, sophisticated looks that mimic those worn by today’s young stars. It includes fashion tops, dresses, shoes and skirts.

• Club

This collection has styles that are perfect for a night out on the town, such as fashion tops, sexy jeans, shiny dresses and high-heeled shoes.

• Daring Diva

The clothing items in this group are for daring girls only! Lingerie, stockings and bodystockings are all part of this sexy collection.

• Edge

This section of the store has the most in common with Torrid’s parent store, Hot Topic. The punk inspired styles include colored hair extensions, chain and grommet pants, skull tights and lace up boots.

• Fashion that Gives Back

Modern girls and women want to give back to the environment. This collection lets Torrid shoppers do it in a style all their own. One of the most popular shirts in the section is the breast cancer awareness shirt that says “Save the Ta Tas.”

• Swimwear Boutique

This collection is self-explanatory. In addition to one pieces, bikinis and separates, it features sandals, cover-ups, sunglasses and bags.

Torrid models are all plus sized and come from professional and amateur backgrounds. Models are used in advertising and in the online catalog. It’s important for Torrid to use real girls to show that anyone can wear their clothes.

In 2006, Torrid started an annual model search to find new models for their advertising. The very first winner was Jordin Sparks who went on to win American Idol the next year. The modeling competition is decided by fans with their texted votes.

Torrid also uses celebrities as models. Recent models have included Kaycee Stroh from Disney’s High School Musical, Hairspray’s Nikki Blonsky and singer Beth Ditto.

In addition to the online store, Torrid’s website offers three additional sections that cater to the needs of their visitors.

This section includes information on the modeling competition and “diva connections,” an online magazine. “diva connections” includes interviews with celebrity models, spotlights on brands carried in the store and style advice.

“diva style” is a customer loyalty program that rewards Torrid shoppers. The program is valid in all Torrid locations as well as the online store. To earn rewards, members sign up for free and receive special offers and discounts. Once you spend $250 you’ll get invitations to exclusive events, a gift on your birthday and a 5% discount on all purchases for a year.

“diva status” is Torrid’s credit card program. New credit card holders get 15% off their first purchase. They give a $10 rewards certificate for every $200 spent on the card. In addition to these financial rewards, there’s also priority sale notification, a birthday gift, exclusive offers and shopping event invitations.

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