BRAND REFOCUS Torrid

Reinvested in an edgier dynamic, developed a new look, tone, brand & personality. Introduced a "real girl" narrative to the photo shoots, advertising and writing, which created a stronger emotional appeal to customers. Music videos, produced in tandem with each photo shoot, were used online at Torrid.com and YouTube.

details of involvement

Torrid, Inc. is an edgy teen plus-sized sportswear company and subsidiary of Hot Topic with over 165 stores nationally. Matthew Reichman and Chris Hansen (Hansen/Reichman Inc.) were hired to revitalize the core brand and develop corresponding marketing and communication strategies.

new look / new voice

Revised logo, removed old off-brand tag line, developed business identity, store signage systems, brand T-shirts, and brand culture boards for staff training purposes.

marketing

Conceptualized and produced six fashion shoots per year and rolled out and oversaw production of all subsequent collateral for each campaign. Collateral included national advertising, store banners, direct mail and e-mail blasts. Created Torrid’s first official Denim Program,and helped launch Torrid’s first perfume. Cast Jordin Sparks for Torrid’s Holiday 2007 shoot just prior to her acceptance onto American Idol.

online media

Launched Torrid’s successful fashion/lifestyle videos for web and in-store displays. Conceptualized and designed videos, contracted outside video production companies, and oversaw quality, budgets and deadlines.

daily responsibilities included:

Communications with clients, meeting budget goals, hiring shoot production teams, casting photographers and talent, overseeing shoot and design production, hiring and overseeing freelance designers and video production teams.