Once thought of as a washed up, outdated brand, Frederick’s of Hollywood surges forward with $20M in capital and a stronger tie to La-La-Land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

“Not every persona exhibits the same purchase behaviors,” Sabot says. “We’ve been able to use the relevant personas to match the book and provide relevance by better selecting (or selectively omitting) responders from the models.”

As a member of the Abacus co-op database, Frederick’s gains Abacus’ market insight research on the different clusters supporting how different the personas are from a purchase standpoint. Frederick’s has found the demographics of each persona don’t matter, but their purchase behaviors do, Sabot says. Frederick’s gained the ability to profile each persona separately to ensure the target would be relevant to the offer.