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).

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Copyright Business Wire 2010

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