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,

Tags:

Comments are closed. End of discussion...

Related Posts

i-NSWXDbC-X3

Sleek Swimwear

The VIX Paula Hermanny show brought a sleek new take on swimwear to the runway at Miami Swim Week.

MIAMI BEACH, FL - JULY 15:  Models walk the runway during the Robb & Lulu 2017 Collection at SwimMiami at W South Beach on July 15, 2016 in Miami Beach, Florida.  (Photo by Frazer Harrison/Getty Images for Robb & Lulu)

Splashed Swimwear

Swimwear label Robb & Lulu brought some splashes of artistic flair to the runway at Miami Swim Week.

image

Entre Circulos y Líneas

Ewert nos trae una colección llena de color y geometría.

Durante Poland Fashion Week la marca Ewert nos presentó una colección con cortes, estilo y prints modernos.

Lineas, rombos y circulos al igual que diferentes colores llamaron la atención y jalaron todas las miradas del público.

Una gama de colores básicos seguida de otra con colores más vivos adornada siempre con prints o accesorios redondos como los aretes dorados que causaron sensación.

image

Escocés Moderno

Girl Little Boy presentó su nueva colección durante Poland Fashion Week.

La nueva colección de la marca Girl Little Boy nos hace pensar de entrada en las típicas faldas escocesas, solo que le han dado un twist moderno y urbano.

Entre diferentes texturas con gamas de colores basicos como el gris, el blanco, el negro y el beige Girl Little Boy logro darle un twist urbano y moderno a la tela Escocesa de toda la vida y basó la mayor parte de su colección sobre esta tela.

Angelika Jozefczy Poland Fashion Week

Quando la giacca fa il look

Può un solo indumento essere responsabile di un intero outfit? Certo che sì, se si tratta di una giacca e se il modello è come uno di quelli presentati in occasione della Poland Fashion Week 2016 da Angelika Jozefczyk.

Latest News