Once thought of as a washed up, outdated brand, Frederick’s of Hollywood surges forward with $20M in capital and a stronger tie to La-La-Land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

LoRe calls this sub-branding initiative significant to Frederick’s recent revival. “We were able to identify products for customers and make it easier for them to shop with us by upgrading our imagery and products,” she says. “We’ve taken the imagery of the seduction brand and lifted it several levels.”