USA growth; outside help?, page-7

Torrid’s strategy

“While our most engaged VIP customers have comprised the largest share of demand for these collections at launch, we anticipate a steady increase in new customer acquisition through these sub brands as awareness expands. Initial results clearly demonstrate strong demand for these fresh lifestyle concepts and affirm our strategy of building an internal marketplace for this wildly underserved customer. As we continue to maximize the potential of these sub brands, we remain equally committed to the modernization and evolution of our core toward assortment and are encouraged by the improvement we’re seeing in the heart of the business. Turning to marketing, our marketing initiatives are centered on driving customer file growth. We have engaged a fresh lineup of influencers who truly embody the lifestyle and spirit of Torrid and each sub brand.They live and breathe the culture authentically, seamlessly integrating our brand into their everyday lives. We are bringing back Torrid Casting Call, our highly successful model search campaign, which remains one of our most productive new customer activations. We received over 11,000 applications to be the new face of Torid last year, and we anticipate an even more successful campaign this year with eight to 10 casting events and multiple in store casting parties planned. In both physical store and digital platforms, we’re elevating our storytelling to create a seamless brand experience. Online, we’ve invested in richer content and influencer collaborations while using data driven insights to personalize recommendations”