Recently, a large fashion retailer has announced that they are going to close a large number of locations around the United States, totaling almost 30% of its footprint. The business’ CEO stated, “We now plan to close up to 180 underperforming stores this year—allowing us to reduce fixed costs and reinvest in areas that drive long-term growth, including customer acquisition and omnichannel enhancements.”
As many businesses face lowered profit margins and high production costs, they are forced to pivot to be able to survive in this fiercely competitive landscape.
Customer Satisfaction
While some of the revenue decline could be due to other factors, this business is known for having less than happy customers. For many years, shoppers have been venting their frustrations on social media about the stores’ decline in quality while maintaining “boutique” prices.
These cries have been met with silence, as the retailer has done nothing to listen to customer feedback.
Quality Issues
Many customers used to be willing to pay the higher prices for items that they new were good quality. However, in recent years, more and more consumers have reported “horrendous” quality consistency.
Many shoppers have complained about loose threads, cheap fabrics, or clothing starting to wear just weeks after the purchase. One long time shopper said, ““It’s like Shein quality, but you’re paying four times the price.”
Loyalty Declines
Once upon a time, Torrid was a store that was well-renowned for having plus-size options with great quality. However, customers have been let down time and time again, leading to immense customer dissatisfaction.
A review of the store in 2024 showcases how many feel, “I’ve bought clothes from them since 2004… but I just threw out a trash bag of recent purchases with awful quality. The seams split, and I was tired of sewing them back together every few weeks.”
Customer Service
Amid the declining quality and high prices, customer service has also been a proponent for unhappy consumers. Many customers have shared their experiences online, including stories of refunds that take weeks to reimburse, orders that are missing items, and overall lackluster support from the company.
“It’s not even about the $13, just the lack of good customer service. I can’t support a brand I don’t trust,” one Reddit user recounted after weeks of frustrations with customer support from Torrid.
Prices
Customer trust has eroded to the point that many believe the poorer quality and increased prices were the company exploiting its foothold in plus-size fashion.
“They know a lot of customers don’t have many options. It’s sad, but I really feel like they exploit their market ridiculously,” one shopper stated. Even employees have said online that the prices wouldn’t be affordable for them if they didn’t have an employee discount.
A Digital Pivot
By closing 180 stores, Torrid is reducing its total physical store count by around 30%. The company stated that this was part of a restructuring to cater more to online sales, with them making up almost 70% of the company’s revenue.
By closing up underperforming locations, resources can be put directly into impactful designs and offer more revenue. However, some argue that this is all an effort to try to reclaim some profits after years of mistreating customers who now feel alienated – lowering total foot traffic.
Impact On Communities
As many stores close, there are still some core customers who are sad to see the impact that it will have on the community. A defender of the store said, “We can’t just dash out to find an outfit for a party, job interview, or even a funeral.”
The closures will also leave a void where plus-sized consumers could feel displaced. “Those with straight sizes have endless choices, and I can hardly fathom having even a fraction of their options.”
Part Of A Broader Trend
Torrid closing down a significant amount of its physical locations is part of a broader trend in the retail industry. Other giants like Lane Bryant and Avenue have also been closing locations around the U.S.
Many companies are pivoting to the digital space as more of their revenue starts to come from there. At the end of the day, shoppers aren’t asking much; they want the plus-size sector to have more options that are affordable and of a better quality.
The Future For Consumers
As Torrid invests in a desperate gamble to keep profit margins high, the elephant in the room still remains unaddressed. The company needs to investigate its quality control, customer service, and overall pricing if it’s to stay ahead in its fashion niche.
Many shoppers, once loyal, feel exploited and look to alternatives in the plus-size fashion space. Torrid needs to appeal more to customers and address core problems if it wants to win back its customers.
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