SEXY SENSIBILITY
Frederick’s of Hollywood: New Nudes Collection
Since 1946, Frederick’s of Hollywood has built a reputation for innovative intimate apparel with a sexy sensibility. But the company recently showed off its practical side with the launch of the Nude Collection.
Tracy McCourt, Frederick’s chief marketing officer, said the lingerie company is very connected with its customers, listening to their requests, feedback and suggestions through social media such as Facebook and Twitter. Frederick’s learned that customers wanted nude undergarments, but nude is a relative term. Some customers said they felt underrepresented by the nude shades available in the marketplace, and the lingerie retailer took note of the lack of diversity in skin tone–shade undergarments.
“We began to see a significant increase in requests for a collection of bras and panties customized to different skin tones,” McCourt said. “We were also aware of social-media campaigns calling for a broader range of nude shades.”
Developed by a team McCourt described as “extremely passionate about creating a collection that appealed to a broader range of women,” the Nudes Collection includes bras and panties customized in different nude-color palettes, retailing for $29.50 for bras and $12 for panties. The new collection consists of “The Hollywood Heart Throb and Thong,” a “no-show” microfiber bra and “barely there” thong silhouette in four different shades: almond, latte, cinnamon and espresso. A multi-way bra offers versatility with convertible straps and tabs along the band that allow the straps to be worn either wide or narrow. It transitions easily from classic to X-back to a halter neck, with a plunge neckline, which is perfect for a halter or strapless maxi dress.
The Nudes Collection is available in Frederick’s specialty retail stores, as well as online at www.fredericks.com.
