Luxe Lingerie Goes Global
Written by Jan Jaben-Eilon Thursday, July 07 2011
Snapshot Linda LoRe
Frederick’s of Hollywood is among the 50 most recognizable brands in the United States. Under its president and CEO Linda LoRe, that notoriety is spreading to the Middle East, with a multiyear licensing agreement with Abu Dhabi-based Emirates Associated Business Group to open at least 10 Frederick’s of Hollywood retail stores in six Middle Eastern countries over the next three years. Frederick’s of Hollywood sells women’s intimate apparel, swimwear, and related products through 126 specialty retail stores, a world-famous catalog, and an online shop.
LoRe has had a 20-year career as a leading brand advocate. Her experience includes building consumer companies from the ground up, revitalizing storied brands, and breathing new life into consumer favorites. She has been president and CEO of Giorgio Beverly Hills where she built one of the world’s top luxury brands. This included the launch of some of the industry’s top fragrances such as Giorgio Red, Wings, and Hugo Boss. She serves on the boards of groups including The Women’s Leadership Board for the Kennedy School of Government at Harvard University and the board of advisors for the Fashion Institute of Design Merchandising. LoRe is also a sought-after speaker and lecturer at universities and institutions across the country. She is married with two young children and lives in Glendale, Calif.
Womenetics: I understand that you are coauthoring a book called The Bulletproof Bra. What is that about?
Linda LoRe: The book is a work in progress and this is a working title. It’s about executive presence, diversity, and inclusion.
Womenetics: I’ve heard that you are expanding your product line to include lingerie with prosthetics.
LoRe: No, we are not expanding our product line to include prosthetics, but we do have bra styles that are geared toward women who have had reconstructive surgery.
Womenetics: Your company recently announced that it is expanding into the Middle East. Given that much of the Middle East is very conservative when it comes to women’s dress, how and why are you expanding there?
LoRe: Frederick’s of Hollywood is known as a fun, sexy brand around the world. Women everywhere aspire to be a part of the Hollywood lifestyle. That is what we are bringing to the Middle East, and that is what they are asking for.
Womenetics: Your company’s motto is: “The original sex symbol.” I used to think your clothes were only for “naughty girls,” but now it seems Frederick’s is accepted by mainstream women. Has there been a change?
LoRe: Yes. Our brand evolution began about seven years ago. Additionally, we have been evolving where recently we launched our first magalog (cross between an editorial magazine and a catalog) showcasing a new manifesto of the company and evolution to a lifestyle brand. It highlights additional product categories such as swim, shoes, and jewelry from a more editorial point of view that emphasizes big trend ideas.
Womenetics: How important was it to your company when advertisers were allowed to show women in bras in their TV commercials?
LoRe: At that time, we mainly marketed our product via our catalog, as opposed to TV commercials, so this development helped the industry by becoming a turning point in showcasing intimate apparel.
Womenetics: When you came on board in 1999, why did Frederick’s need revitalizing?
LoRe: The company had to be brought into modern times while preserving the heritage of the sexy Hollywood lifestyle.
Womenetics: You have launched your own perfume. Is there any concern about expanding your brand to too many products?
LoRe: No. Frederick’s of Hollywood encompasses a fun and sexy lifestyle. Additional product offerings like fragrance, swim, and jewelry support that evolution and strengthen our in-store and online offerings.
Womenetics: Is the idea behind the sexy underwear to help women feel more attractive and better about ourselves?
LoRe: Of course. Every woman wants to feel good about herself both inside and out whether she’s wearing a foundation bra with a pop of color, sexy shape wear, or a seductive chemise. We’re proud of the fact that our collections can help accomplish that.
Womenetics: Who makes up your main market?
LoRe: Women who are 18 to 34 years old. But more importantly than a specific demographic, we market ourselves to women who want to feel confident and sexy at any size or age.
Womenetics: Are you at all concerned with putting forth a model female body that most of us can’t live up to? I’m particularly thinking of young girls who feel insecure about their looks.
LoRe: No. Our models have always famously been known to be curvy, and we’re proud of that. We carry an extensive collection of intimate apparel for women of all shapes and sizes, in particular, for full-figured women. Who says you can’t be sexy at any size? That part of the business does very well so the customer must agree.
Womenetics: I have to ask, do you wear Frederick’s products, yourself?
LoRe: Yes.
Jan Jaben-Eilon was a founding staff writer of the Atlanta Business Chronicle. Since then, she has been the international editor of Advertising Age magazine and has written for such publications as The New York Times, International Herald Tribune, Washington Journalism Review, and Consumer Reports. She is the author of soon-to-be-published (There is) Life After Cancer. Jan and her husband have homes in Atlanta and Jerusalem.
