Plus-size fashion has long had a reputation for being decidedly unfashionable. That’s about to change, as California-based Torrid sets up its fashion-forward shop in Canada.
The plus-size retailer is opening its first Canadian location on Sept. 1, in the new wing of the Toronto Eaton Centre. Torrid, which has 315 stores in the U.S., plans to open up to 50 stores in Canada including three more this year and another 10 or so in 2016.
What makes Torrid different? The brand, which sells sizes 12 to 28, is “young, sexy, edgy and fashion-focused,” said Lisa Harper, CEO of Torrid, in an interview with Marketing. “[Another] critical differentiator is we provide everything in [the customer’s] closet, including jeans, active wear, shoes, intimate apparel and cocktail dresses.”
Harper said the Torrid customer is in her mid- to late 20’s and wants to be status quo in terms of what’s happening in fashion. Shopping for plus-size clothes has typically been “a very difficult shopping experience” for customers, she said. “It’s been like a treasure hunt their whole life to put together [fashionable] outfits.”
Historically, the plus-size market in Canada and the U.S. has been an afterthought for both retailers and manufacturers. In a typical department store, for example, plus-size “is somewhere in between sporting goods and luggage,” said Harper. “It’s not top of mind and it hasn’t been considered to be a very sexy category of business. I think this is a great disservice to the customer base.”
Clothing manufacturers, on the other hand, typically treat plus sizes as extensions of traditional sizes, and don’t take into account fit and shape. “[Plus-size clothing] needs to be fit very differently,” said Harper. “Our grades for our fit are very critical, and the shape of our product is very different from a smaller size category.”
While it’s hard to predict how Torrid will do in Canada, it seems to have what the new generation of fashion-conscious plus-size consumers is looking for.
“Millennial consumers are craving [clothing] to suit body types—not just functional clothing that fits, but clothing that also stays up-to-date with the latest fashions,” said Shelby Hunter, president of online trend community and research firm Trend Hunter.
“Torrid is picking a great location to kick off its entrance into Canada, and it will be great to see how they leverage their first Canadian retail space to offer stylish clothes and a unique experience to shoppers.”
On the marketing front, Torrid works with plus-size model Tess Holliday, who was the face of the retailer’s 2015 spring campaign. Holliday started the #effyourbeautystandards social media movement in 2013, and made headlines this year by becoming the first size-22 model to be signed by a major modeling agency. In May, Torrid partnered with actress Rebel Wilson on a capsule collection.
For its 2015 fall campaign, Torrid is featuring “real girls” (not professional models) it found through Instagram. The three young women in the #MyStoryMyTorrid campaign appear in Torrid’s catalog, in stores and on Torrid.com. Each one shares her story—a blend of video, personal photos and favourite Torrid looks—on social media.
To promote Torrid’s launch in Canada, the retailer is focusing on online marketing and direct mail. The grand opening at Eaton Centre will be hosted by Torrid models Philomena Kwao and Georgina Burke. Also attending is Canadian fashion blogger Karyn Johnson of Killer Kurves.
The first 100 customers in line will receive a mystery Torrid gift card valued up to $100. Customers who attend the event and tag a picture on Instagram with #TorridHeartsToronto #Sweeps will be entered to win a $250 gift card.
