TorridTorrid is a Hot Topic-owned chain retail store catering to plus-size women, first opened in 2001 (Hot Topic, Inc.). The first store opened in the Brea Mall in Brea, California, along with a website, www.torrid.com (Wikipedia-Torrid, 2014). In the first year of operation Torrid opened 6 stores (Wikipedia-Torrid, 2014). Hot Topic Corporation founded Torrid based on feedback from plus-size customers; who wanted a store of that tragedy only for plus size consumers. There wasn't a wide variety of "fashion forward" items in existing stores. Hot topic. The store caters to plus-size women ages 15-29 who are interested in changing fashion trends and "pop culture" (Hot Topic, Inc.). Hot Topic Inc. stated in its 2007 company report "We believe our torrid store assortment allows young customers wearing sizes 12 through [28] to match the style, excitement and selection available in other sizes not plus size junior retailers" (Hot Topic, Inc.). "Torrid follows the Hot Topic merchandising strategy by closely monitoring fashion trends and communicating directly with customers, employees and company personnel to stay ahead of current fashion" ( Hot Topic, Inc.) . Torrid operates only in the United States; there are currently 151 stores in 36 states (Hot Topic, 2011). The store offers plus size clothing, lingerie, shoes, and accessories for women and girls from sizes 12 to 28 (Torrid, 2014). Clothing is among the most expensive due to the sizes and brands offered. Torrid's product mix is ​​made up of 50% private label and 50% external brands such as Dickies Girl, Tripp, Freestyle Revolution and Z. Cavaricci (Hot Topic, Inc.). Torrid's goal, as stated in the 2007 company report, is to be... .... half of the card ...... Torrid location of the store for any amount up to the current balance. Unused amounts remain on the card until redeemed by the customer. Customers can increase outstanding amounts on their existing gift cards. The website offers content such as special events, contests, job postings, store locations, community features, and editorials on topics of interest to our Torrid customers. We also sell Torrid gift cards through this site. We seek to establish a strong connection with young plus-size women and build our Torrid brand through our fashionable marketing message. To support this, we advertise in major fashion magazines with national distribution. We also conduct activities to increase awareness and interest in our brand, our mission and our goals, such as local and regional "model search" competitions, in which we solicit involvement from our existing and future customers..