As a rule, Torrid talks to Her as though they are both part of the same group message chat.
With a supremely inclusive tone, the shopping experience for Torrid customer feels much like plotting next weekend’s brunch outfit with a friend while she’s scrolling through Instagram.
However, like any good friend, Torrid isn’t simply playing nice. The brand advocates for their audience. Case in point. In response to a social media comment critiquing the “health” of a woman featured in an Instagram post, the brand back with the perfect response.
Beyond simply publishing aspirational images of curvy women, Torrid actively monitors their social community to prevent body shaming in a fierce, protective tone that creates a deep sense of connection with the customer.
With Torrid, customers participate in a supportive, two-way conversation with someone who “gets” her, and she cares back. Women are loyal to Torrid because of their inclusivity and support; it’s a strong emotional connection that the plus-size woman doesn’t often experience in the fashion space.
2. Make a statement with bold campaigns
Taking on a body shaming social media troll is one thing, but aiming to making body shaming completely irrelevant is quite another.
Lane Bryant continues to take plus size branding to another level through their powerful, attention-grabbing campaigns. The #ImNoAngel campaign in 2015, complete with a rally in Times Square, along with their #PlusIsEqual campaign in 2016 broke new ground in plus size marketing.
Just before the holidays,
Lane Bryant released video ads featuring models and prominent plus size actresses who addressed their body shamers head-on, on camera. The result was a powerful, widely-shared video that greatly affirmed Lane Bryant’s deep understanding of their customers experiences.
For Valentine’s Day 2017, the brand is rolling out a series of fresh, sexy, and empowering images of beautiful, plus size women in fashion-forward, curve-hugging lingerie. While we are starting to see these types of images more often, it remains an incredibly affirming experience to see women who look more like the majority of Americans than lauded for their beauty.
Each of these brands serve a very different woman within the plus-size market, you’d hardly expect to see a Torrid look in a Lane Bryant store window, but both brands have sworn their allegiance to the plus size woman.
