In this world of bras and frilly panties, each designer tried to make their own unique mark in the lingerie realm. Like any industry, you have the heavy-hitters, the independents, and the budding, ambitious newcomers. For Frederick’s of Hollywood, I like to think of them as the “Fairy Godmother” to all of us. Founded in 1947, Frederick’s is an oldie but goodie in the intimates industry and like everything in business, if you want to keep people talking and stay relevant, you have to go with the flow and welcome the inevitable changes that come with life. The lingerie retailer has been a staple of the intimates fashion sphere since the days of the vivacious Bettie Page and despite it’s hardships as a company, it has managed to stand the test of time and has a remained a force to reckoned with.
Just recently, Frederick’s decided to revamp it’s catalogue, or “brand-zine”, with more class instead of the sometimes raunchiness it was known for in the past. Unlike the images of Frederick’s scantily clad past, the “brand-zine” will look more the elegant pages of high end fashion magazines that will appeal to a more modern and contemporary customer who wants the elegance sexual appeal to the lingerie. With a classy catalogue also comes the debut of a new luxury brand called Harriett. These two big moves are not only to help the company appeal to a more contemporary consumer but also to help it compete with a Victoria’s Secret dominated land. The Angels are known with their dominance over luxury and affordable lingerie and in order for the long-time intimates retailer to survive, it has to be able to compete on their level and that involves being about to appeal to a mainstream audience.
We’re looking forward to seeing more from the makeover of the old-time favorite and we most definitely want them to stick around longer so they can continue producing fabulous pieces lingerie that we adore so much.
Until the next time,
xoxo The Vixen