By  on September 26, 2005

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.

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