Once thought of as a washed up, outdated brand, Frederick’s of Hollywood surges forward with $20M in capital and a stronger tie to La-La-Land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

With Movie Star on board as partner, Frederick’s has also gained valuable intellectual capital, LoRe says. “We now see the picture a little differently.”

Movie Star executives have helped Frederick’s better define its product categories based on varying customer desires. The marketer created sub-brands in its “seduction” merchandise category. “We were able to clearly differentiate certain moods and elements and categorize in the catalog, with a different look and feel online and in our stores,” LoRe says. The stores contain small “seduction” shops within them.