Once thought of as a washed up, outdated brand, Frederick’s of Hollywood surges forward with $20M in capital and a stronger tie to La-La-Land

By Paul Miller

The company builds customer personas around the Frederick’s brand. “That’s the fastest growing persona in our database,” Rhyan says. There are five or six variations of such personas. Some customers want to be seductive every day. Others only occasionally. “Our goal,” she says, “is to reach out to that customer to let her know we have what you want.”