By  on January 10, 2005

NEW YORK — Frederick’s of Hollywood has appointed John Schulman to the new post of senior vice president and general merchandise manager.

Schulman, a 20-year retail veteran, most recently was general manager of retail and licensing at Giorgio Beverly Hills from 1995 to 2001. Earlier, he served in fashion merchandising posts at two junior specialty chains, Contempo and Judy’s, for four years. From 1983 to 1992, Schulman served in a variety of executive posts at Macy’s including buyer of junior sportswear and fashion merchandiser for accessories, cosmetics and lingerie.

Schulman, 45, will report to Linda LoRe, president and chief executive officer of Frederick’s, based in Hollywood.

As part of the lingerie specialist’s move to give Frederick’s a contemporary luxe image, Schulman will oversee the strategic and creative development of the entire line of Frederick’s of Hollywood lingerie, foundations, ready-to-wear and accessories for the retail, catalogue and e-commerce businesses. He will also head design development and buying for the company.

“John has great vision and terrific style. He’s bringing in another dimension that matches the vision of the company, more upscale and fashion-forward,” LoRe said.

LoRe, who had worked with Schulman at Giorgio, said she went through an “exhaustive” search, but wanted Schulman because of his talent and professionalism. “John’s name just kept coming up as the right fit and person. I had seen the work he’s done at Giorgio and his designer repping from Europe and Asia for the U.S. market. I called him up at his farm in upstate New York. He said he missed retail. I hired him.” 

Regarding Frederick’s new high-end image, Schulman told WWD, “I think it’s the direction a specialty retailer has to take today, especially in an area like lingerie. There’s a tremendous amount of competition on a lower scale such as Wal-Mart, the moms and pops to a certain degree, and at the higher end, the Agent Provocateurs of the world. But there’s nothing in the middle.

“Victoria’s Secret is really geared to a young, flirty crowd. Frederick’s on the other hand, is definitely about a woman who’s very bold and proud of herself. To get her to come in droves to Frederick’s is the opportunity to work with better fabrics and trims, and we are giving stores a more upscale look.”

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