By  on August 13, 2012

Hot Topic Inc. chief executive officer Lisa Harper thinks the company’s Torrid division can win over plus-size female shoppers by treating them like who they are: women.

While Torrid last year represented only 19 percent of Hot Topic’s store count, Harper asserted it can overtake Hot Topic in sales and profits by offering relevant fashion to a customer base that few retailers have figured out. She’s making aggressive moves to get it there by pushing Torrid’s store expansion, upgrading the merchandise and launching a rare national advertising effort to raise awareness for Torrid’s message that plus-size shoppers don’t have different desires from the majority of shoppers because they are, in fact, the majority.

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