5th April 2008
Designing for Divas - Torrid gives its shoppers an exclusive club all their own.
We have rolled out more than 100 stores for Torrid since 2002, when Torrid was a fledgling spinoff of its Hot Topic parent. Torrid learned almost immediately that the heavily Gothic, dark stores were not keeping up with the rise in career wear and the increasing fashion sophistication of their consumer, leading to wholesale changes in store design. A subsequent shift in location strategy from traditional malls to lifestyle centers has made the FITCH team a valuable asset to Torrid’s in-house design team. FITCH has appropriately adapted Torrid’s signature design elements to accommodate larger store fronts, larger ceiling heights, and grander scales that are characteristic to lifestyle shopping centers. Fitch’s multistate registration and experience in specialty retail enable the team to work quickly to keep pace with Torrid’s rapid expansion.