Facebook Will Save Frederick's Of Hollywood

Illustration for article titled Facebook Will Save Fredericks Of Hollywood

Frederick's of Hollywood has been through some rough times — including bankruptcy — since its founding in 1945. But it has risen, phoenix-like, finding new ways, including social media, to sell its highly unsubtle wares.

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Illustration for article titled Facebook Will Save Fredericks Of Hollywood
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Brandfreak reports that sales are up 4 percent in the first month of a new "rebranding campaign," which apparently consists of having 25,000 fans on Facebook.

Details are scarce, but it sounds a little bit like a cleanup. But what about their marketing legacy, which consisted of some of the following gems?

Illustration for article titled Facebook Will Save Fredericks Of Hollywood
Illustration for article titled Facebook Will Save Fredericks Of Hollywood
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Or the image of female desirability that was de rigeur when I was growing up:

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Meanwhile, fashion has mainstreamed what was once the realm of Frederick's. Just last month, The New York Times Magazine style supplement, T, did a mashup of runway looks versus Frederick's (and Babeland's) best, asking if Frederick's might have the last fashion laugh:

Illustration for article titled Facebook Will Save Fredericks Of Hollywood
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Then again, everything changes. Sometimes for the better! Just look at this vintage Daily Show clip (from 2000), reporting on Frederick's bankruptcy claim.

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It's a reminder that Stewart has gotten better with age. Maybe Frederick's can too.

Frederick's Of Hollywood Gets A Makeover Through Social Media [Brandfreak]
Skanks For Nothing [The Daily Show]

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Earlier: Frederick's Of Hollywood: Not As Slutty As You Might Think, But Still Pretty Slutty
Frederick's Of Hollywood's Marketing Techniques Haven't Changed Much In 45 Years

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DISCUSSION

How timely! Today I made my first ever Frederick's purchase at the tender age of thirty-*cough*.

No Facebook fanpages for me, nuh-uh, pilfered a catalog that was sent to my grandmother.

Their advertising has always been less inviting to me than Victoria's, but they have plus sizes. Plus sizes!