tagged w/ Frederick's of Hollywood
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Both Frederick’s of Hollywood and Victoria’s Secret are launching new lingerie lines that are targeting consumers outside their usual demographic.
(Berk, C. C., 2009, September 14, par.3)
Frederick's will be using its wholesale division's Movie Star and Cinema brands to target women ages 16 to 24 years old with a line of intimate apparel that's a little tamer than the styles typically associated with the Frederick's brand. The idea is this age group may feel bored by the usual cotton nighties, but may not ready for a risqué teddy.
(Berk, C. C., 2009, September 14, par.4)
There’s a void in [retail for] "tamer" intimate apparel that still has a "sassy and sexy" edge, says President and CEO Linda LoRe. The Cinema and Movie Star brands will draw from the Frederick’s heritage. Some pieces can even be worn as outerwear for a “flirtier, sexier” look, LoRe says.
(Berk, C. C., 2009, September 14, par.5-6)
LoRe is hopeful the products will find fans among younger women, and if these women develop a taste for something a bit more provocative, so be it.
(Berk, C. C., 2009, September 14, par.14)
Victoria's Secret is placing its bets on a new "everyday" collection...[Prices] begin at $29.50, which is significantly less than its average bra price of $45.
(Berk, C. C., 2009, September 14, par.15)
Victoria's Secret's Pink division, which caters to younger women, also will have a Wear Everywhere bra, which will be promoted with a "buy two for $32" offer. The company hopes this will coax consumers to stock up on basics. Then, while they're shopping for everyday, perhaps they will also buy some of the higher-margin items...
(Berk, C. C., 2009, September 14, par.17-18)Both Frederick’s of Hollywood and Victoria’s Secret are launching new... more
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jmsrmy
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added this
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2 years ago
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