Best known for its racy lingerie, Frederick’s of Hollywood is aiming for more-mainstream consumers. The cataloger/retailer is launching a 68-page book that will sell “fashion-forward ready-to-wear apparel,” according to Danielle Savin, vice president/general manager of Frederick’s direct division. Titled inFocus, the catalog is scheduled to mail on Jan. 12.
In addition to dresses, pants, and other women’s clothing, inFocus will sell some swimwear. Its lingerie offerings will be minimal, however.
The more modest product offerings of the new title makes it much easier to find available lists for prospecting, Savin says. “We had really good lists to work from,” she says. “In the past, some list owners would see the Frederick’s name and decline us for certain merchandise qualifications. But with this name no one had any objections.” About 40% of the mailing will go to rented names, with the rest going to Frederick’s customers.