Once thought of as a washed up, outdated brand, Frederick’s of Hollywood surges forward with $20M in capital and a stronger tie to La-La-Land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

Frederick’s targets 25- to 35-year-old women with income in excess of $80,000. More often than not they’re either single, newlywed, recently divorced or “anyone who wants a little spice in life,” LoRe says.

As Jean-Yves Sabot, vice president of retail for the Abacus division of Epsilon, explains, Frederick’s performs a clustering of its housefile through ClearEDGE, Abacus’ marketing database solution designed to maximize the way multichannel merchants plan, coordinate and manage targeted marketing campaigns. This results in the creation of personas in the database. Frederick’s has matched the nature of its catalog offers to these personas, both on housefile and prospects, which has resulted in a nice lift in performance.