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¶ … Hot Topic so successful as a retailer? What makes them so popular with their employees? How can they keep their success going?
Hot Topic is a youth-oriented apparel and accessory store featured in malls across the country. What is so impressive and unusual about Hot Topic is the way in which it has been able to remain successful for so many years. It is a 'trendy' store that has continued to be trendy for many generations of teens.
Hot Topic's CEO Betsy McLaughlin recently resigned from the company and has been credited with fostering its success over the decades (McLaughlin resigns from Hot Topic, 2011, California Apparel News). McLaughlin was responsible for the creation of one of the company's subsidiary divisions, the 'Torrid' line of clothing which showcases attractive fashions in plus sizes for teens (McLaughlin resigns from Hot Topic, 2011, California Apparel News). Just as Hot Topic is unique as a mall store and fulfills many teens' unmet needs for a style that is more hardcore and gothic than the offerings of the Gap and the Limited, Torrid satisfies an unmet need for overweight teens to look stylish.
The company's atmosphere is teen-focused atmosphere...
This encourages employees to engage in out-of-the-box thinking. "Eighty percent of the merchandise we carry is not available at any other mall store" (Pendleton 1997:1). Hot Topic strives to create a product image and product lines that are radically and profoundly different from those of competitors. "Hot Topic tries to limit the risk by ordering its trendy merchandise only 30 to 60 days ahead" (Pendleton 1997:1). Rather than trying to create a company that is 'all things to all people,' Hot Topic hones a cutting-edge appeal.
Its corporate headquarters encourages workers to remain part of the teen culture the company is trying to serve. "Hot Topic has, literally, no walls between departments. The 75 employees, who show up to work in jeans and T-shirts, toil at their desks near monitors constantly beaming MTV...The company encourages its generally youthful staff -- mostly around age 20 at the stores -- to frequent dance clubs and concerts. Spot a trend, report on it, and Hot Topic will pop for the ticket" (Pendleton 1997:2). Early on, this strategy proved to be very effective for the company. When a Hot Topic employee saw Gwen…
References
McLaughlin resigns from Hot Topic. (2011). California Apparel News. Retrieved:
http://www.mydigitalpublication.com/display_article.php?id=680276
Pendleton, Jennifer. (1997). Melrose pace: Hot Topic brings urban hip to suburban malls.
Los Angeles Times. Retrieved: http://articles.latimes.com/1997-04-12/business/fi-47924_1_hot-topic-malls
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