LOS ANGELES — Looking to firm up its share of the support business, Frederick’s of Hollywood is launching two shapewear collections: Sleek & Sexy and Gorgeous Support.
The shaper collections are aimed at holiday and spring selling.
Linda LoRe, president of Frederick’s of Hollywood, said the new lines offer “all kinds of solutions for women who want to have fun with their undergarments instead of struggling.”
Sleek & Sexy will be available through Frederick’s catalogue and online, as well as 131 of its retail doors nationwide beginning later this month.
Inspired by its most iconic archival pieces, the Sleek & Sexy collection is centered around four key pieces: a garter half slip, a waist cincher, a bustier and a Booty Panty, which has been a bestseller since 1949. All styles have been updated in new microfiber and mesh fabrics and will retail for $22 to $62.
In addition to its retro styling, the line is meant to stand out from the typical flesh-tone shapewear, using black, white and pops of color.
The Gorgeous Support shapewear line has a sexy twist, with support panels embellished with cross-dyed lace, as well as space-age fabrics that breathe, mold the body and are flexible.
“We are using the newest technology and shapes. While it has a fashionappeal, it is really functional and affordable,” said LoRe, adding the pieces are lightweight, machine washable and wick moisture away.
The three main styles are a bodysuit, a camisole and a boy short, retailing for $24 to $58. The styles will hit stores in January.
Frederick’s also plans to create shapewear in-store shops after the holidays.
“We expect this to be an important category for us, especially online, so we are investing heavily,” said LoRe, who declined to give sales projections.
The shapewear category will represent 62 percent of Frederick’s foundations business, up from 53 percent of business the category constituted last year.
“It’s not your mom’s old girdle,” said LoRe. “We are using what’s new out there and taking it to the next level.”
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