Frederick's Targets the Mass Market With Former Wal-Mart Exec
Frederick’s of Hollywood Group Inc.’s wholesale division received a boost of mass-market experience with the hire of Barbara Bakalic, who will be vice president of product development for the company’s wholesale division. Bakalic previously worked at mass retailer Wal-Mart, where she developed “creative, fun and appealing sleepwear apparel for the mass market.”
Linda LoRe, chief executive officer of Frederick’s of Hollywood/president of Fredrick’s of Hollywood Group Inc., said she anticipates the addition of Bakalic will take the company’s wholesale division to “more wide-spread distribution and brand recognition for the company.” LoRe continued: “Barbara’s eye for developing a branded assortment geared toward a broader market is what the wholesale division needs to take the brand to the next level. Her past experience with retailers such as Wal-Mart makes her an ideal fit for Frederick’s of Hollywood Group Inc.”
Bakalic and Movie Star Inc., which merged with Frederick’s in 2006 to form Frederick’s of Hollywood Group Inc., are targeting the “18-to-25-year-old woman who views herself as sassy, sexy and flirty.”
“There is a void in the mass market in regards to the younger, sexier, flirtier side of sleepwear,” Bakalic said. “The young looks in the stores right now all seem to be the same tees, tanks, shorts and pants. My goal is to create a niche for Movie Star which fills that void. hellip; It will be a brand that appeals to everyone, all at attractive price points.”
Bakalic’s handiwork will not affect the product assortment carried at the Frederick’s of Hollywood retail stores, which is a separate division from Frederick’s wholesale arm. —Rhea Cortado
