NEW YORK — Seeking to attract fashion-conscious consumers, Frederick's of Hollywood is adding two upscale brands to its lingerie mix: Roberto Cavalli and Naughty Janet.
Lingerie by Roberto Cavalli will include key daywear and foundations items, a number of which have a ready-to-wear look. Naughty Janet is an erotic-inspired brand created by British foundations specialist Janet Reger.
"The introduction of these two designer brands is intentionally targeted to the grand opening of Frederick's new Hollywood flagship on Sept. 29,'' said John Schulman, senior vice president and general merchandising manager at Frederick's. "We'll also be featuring the Roberto Cavalli and Naughty Janet brands at a select number of our top-tier doors, around 10 to 15 doors. This will be like a cherry on an ice-cream sundae for us."
Roberto Cavalli intimates will retail for about $100 to $175, and Naughty Janet will be priced from $85 to $175. Frederick's will also continue to sell exclusive items by Jaclyn Bennett for $200 to $450 at select units. Frederick's private label products average $24 to $32 for bras, $20 to $48 for camis, $54 to $88 for corsets and $10 to $28 for panties.
Schulman said Frederick's will feature a new lingerie brand from Australia for spring called Sally Jones that "we discovered ... at the Lyon, Mode City trade show in France."
Frederick's generates annual sales of $200 million through its e-commerce and catalogue businesses, as well as 150 stores nationwide. The new 4,500-square-foot flagship is at Hollywood Boulevard and Highland Avenue near Grauman's Chinese Theater and the Kodak Theater, home of the Academy Awards show.
Schulman said a fashion show and charity event similar to a 2004 gala hosted by Susan Sarandon will be staged in late October. Details have not been completed.
Addressing the luxe label strategy, Schulman, said, "Ninety percent of merchandise will continue to be private label. The designer pieces will elevate the Frederick's brand and image at a select number of top-tier stores. But when it comes to competing with our main competition, Victoria's Secret, we have to do it with our own label.
"Frederick's represents sexy lingerie and the target consumer is a woman who simply loves sexy lingerie,'' he said. "Victoria's Secret depends on foundations, but it also depends on bath and beauty products and its young, contemporary Pink label."Victoria's Secret, which just celebrated "10 Years of Sexy" at its Herald Square flagship here with The Victoria's Secret Fashion Show Exhibit, for two years has had its own lineup of designer lingerie brands at select stores, including French label Chantal Thomass and most recently Dolce & Gabbana, Betsey Johnson Intimates, Andres Sarda, Shock Absorber, Pleasure State and Intimissimi.
My character, Dinah Madani, is just the coolest, [most] badass woman imaginable," says @amberroserevah. The actress stars in @marvel's newest series on @netflix, @thepunisher. To prepare for her role, Revah sat down with Homeland agents to get a real sense of with Dinah's day-to-day life is really like. Read our full interview on WWD.com. #wwdeye (📷: @jilliansollazzo)
A scene from the 91st annual @macys Thanksgiving Day Parade. The parade, which boasts 50 million TV viewers and 3.5 million on-site spectators, is considered one of the largest and most watched parades in the world. (📷: Jason Szenes/EPA-REX)
The circus came to @bloomingdales 59th Street on Tuesday night and lit up Lexington Avenue with acrobatic dancers, death-defying knife throwing, sword swallowing and aerial acts with no net. The 45 minutes of theatrics built up to unveiling the holiday windows depicting @swarovski crystal-encrusted circus pieces and scenes from “The Greatest Showman” – songs from the soundtrack included. See the rest of the photos on WWD.com #wwdfashion (📷: Joshua Scott)
The psychedelic fashion that pervaded the ’60s is back with an exhibit at the @museumofcityny. “Mode New York: Fashion Takes a Trip” chronicles the changing styles from 1960 through 1973 and features designers such as @ysl, @oscardelarenta and more. The exhibition, which is on display through April 1, is organized into four periods: First Lady Fasion, Youthquake, New Bohemia and New Nonchalance. Pictured here is model Pat Bardonella during the Garvey Day Parade in 1968. (📷: @kwamebphoto) #wwdeye #wwdfashion
“People should be a lot more honest in expressing both the dark and light of themselves. We need to give each other the space to do that because it’s the only way we can grow and evolve,” says @noelwells of her new film “Mr. Roosevelt,” which is largely based on her own struggles. Unexpectedly leaving @nbcsnl in 2014 after just one season, Wells felt set back in her self-esteem and career trajectory. She quickly refocused her energy to more personal projects, which led to the completion of “Mr. Roosevelt.” Read the rest of WWD’s interview with the “Master of None” actress on WWD.com #wwdeye (📷: @jilliansollazzo)
@barbrastreisand is giving fans a chance to see her perform up close in a new concert series, which makes its debut on @Netflix today. From behind-the-scenes takes to her concert performance in Miami last December, the two-hour streaming special captures Streisand in her element. Pictured here is the singer/actress photographed for WWD in 1963. (📷: Palmieri Tony) #wwdeye #wwdarchive
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)