Fredericks of Hollywood’s Transformation

The new luxury brand Harriett came from the recent marketing campaign at Frederick’s of Hollywood. 
The collection is named in honor of Frederick Mellinger’s (the founder) wife.  With a wide scale collection of luxury silks, satin and laces the collection is captivating and affordable.

Photo Credit: fredericks
The chief of marketing officer, Tracy McCourt said that the collection was a “big love story” appealing to the old fashion Hollywood glamour, as well with a modern flair.

 

“Harriett is an ode to the love story behind the legend,” said McCourt. “It started when Frederick went overseas to France where he was inspired by French women in their naughty black lingerie. During that time he was writing love letters to Harriett and describing his design ideas with drawings….He wanted to design lingerie that was more aspirational for American women. Harriett wrote him back and said, ‘If you can make me look like that, you will become a millionaire.”

 

With the launch, a digital marketing strategy will be used with social media campaigning and paid online research.  The collection will start its prices at $29 for thongs and $159 for their corsets.

 

Despite the ups and downs of the recent economy the demand for luxury products still continues, and a new wave of affordable elegance is becoming more and more apparent.  McCourt explains….

“We saw that brands like Burberry and Coach were still doing well [in a tough economy], and Prada was doing extremely well with significant growth. That demographic of consumers still has a strong appetite for luxury and fashion,” she explained. We believe the new imagery is more contemporary, aspirational, elegant and engaging to the consumer, and the models have more fashion appeal,

Share on FacebookTweet about this on TwitterPin on Pinterest
Tags:

Comments are closed. End of discussion...

Related Posts

Vasilije Kovacev AW 2017 – Serbia Fashion Week

He showcased his Autumn / Winter 2017 collection during Serbia Fashion Week in Novi Sad.

Share on FacebookTweet about this on TwitterPin on Pinterest

Arrey Kono (Germany) AW 2017 – Serbia Fashion Week

Arrey has consistently been working with the interdisciplinary potential of both, fashion and fine art for her past ten years.

Share on FacebookTweet about this on TwitterPin on Pinterest

Maja Marukic (Serbia) AW 2017 – Serbia Fashion Week

Maja Marukic represented her new collection of wedding dresses and evening dresses on Serbia Fashion Week.

Share on FacebookTweet about this on TwitterPin on Pinterest

Dair (The Netherlands) AW 2017 – Serbia Fashion Week

DAIR is a haute couture fashion brand with a casual detail and is known for being different, unique and getting the best out of yourself.

Share on FacebookTweet about this on TwitterPin on Pinterest

Erik Rosete (USA) AW 2017 – Serbia Fashion Week

Erik’s responsibilities include development, inspiration, retention and strategic planning for all clients worldwide, overseeing and managing all operations of Rosete Management.

Share on FacebookTweet about this on TwitterPin on Pinterest

Latest News