Once thought of as a washed up, outdated brand, Frederick’s of Hollywood surges forward with $20M in capital and a stronger tie to La-La-Land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

As Yolanda Dunbar, Frederick’s senior vice president, brand and direct marketing, points out, Frederick’s has sought to strengthen its ties to Hollywood. “We’re so of-Hollywood,” she says. “The revitalization of Hollywood is the same as with the revitalization of Frederick’s.” Frederick’s customers, she says, want to know things like what’s going on with Britney Spears and what’s being featured in People magazine.