” Frederick’s is fun and sexy while Victoria’s Secret is more mainstream and romantic.”
Mr. Frederick opened his first retail stores in California in the early 1950s. The flamboyant Art Deco flagship store soon became known as “the purple palace.”
“Fashions Change–But Sex is Always in Style.”
With the market competition rises.Frederick’s of Hollywood has changed … to conform to the tastes of contemporary America,
Today’s fashions are romantic, feminine and quality-oriented, sometimes playful, and still sexier than anything else available on the market, but always in good taste. The company’s customers are teenagers, young adults, homemakers, career women and senior citizens.
Brand Tale 