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.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast