By  on March 14, 2011

Frederick’s of Hollywood will be launching its first magalogue — a cataloguelike magazine — this week.

The concept, a marketing tool for products and brands, is aimed at enhancing the lifestyle image of the Frederick’s of Hollywood name.

“Our magalogue is designed and crafted to give consumers an editorial view of what’s new and what’s happening at Frederick’s of Hollywood without the ads. It’s been designed to have a creative, editorial feel to it and consumers can shop by going into stores, online at or by dialing our 800 number,” said Linda LoRe, president of Frederick’s of Hollywood Group Inc. “What’s unique and new about this is it validates a lifestyle initiative. We’re really positioning this initiative as Frederick’s being a fashion-forward company versus a place to go for commodities.”

Frederick’s first mailing of one million magalogues will feature bras, undies, shapewear, hosiery, dresses, shoes and swimwear. The 36-page mailer will focus on a variety of trends such as “White Hot,” “Golden Goddess” and “Daring Duos” — a “chorus line of racy panties and sexy thigh-highs [stockings],” said LoRe.

She added there will be an additional mailing of about one million magalogues every month beginning in the fall.

“Some will be 16 pages and some will be 36 pages, depending. The holiday season may be thicker,” she said,

Regarding online business, LoRe said sales are up in the “midteens” against a year ago. “Eighty percent of our customers now order online. There’s been a big influx that started three years ago.”

Meanwhile, Hope Brick, Frederick’s senior vice president of merchandising, said the products and contemporary images address “big merchandising ideas.”

“It begins with metallics and biker chic, shoes and a new launch of bras, the Hollywood Flirt.…We’re all about Hollywood and cleavage,” said Brick. “We’re spreading our DNA in a fashion way.…We’ve interpreted streetwear into intimate apparel offerings, and there’s sexy shapewear that’s meant to be seen.”

Brick further noted that the bridal trousseau category, which is called “Oh, Yes, I Do” in the magalogue, is expected to be strong.

“It’s anything but traditional,” said Brick.

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