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,

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