Frederick’s of Hollywood – Re-Branding
a Legend
JCI began working with the legendary lingerie brand in 2001 shortly before
they declared bankruptcy. The company needed new leadership, and a new public
identity. Within two years JCI was able to bring the company out of bankruptcy,
re-image the brand to the general public, expand their retail and internet
presence, and take the brand to NY for a major fashion show, resulting in
an increase in sales of over 25%. The company also experienced its first
national coverage in every major lifestyle and fashion publication along
with extensive entertainment and media coverage around the globe. Highlights
included:
| • |
Re-launch of corporate brand. |
| • |
For the first time in the company's 55 year history,
Frederick's gained major broadcast placements on The View, NBC News,
Bravo, Entertainment Tonight, EXTRA, Inside Edition, Oprah, among others. |
| • |
Successfully guided the company through bankruptcy. |
| • |
Relaunch Events with major Hollywood celebrities and "celebutauntes." |
| • |
Launch of highly successful Valentines and Holiday promotional
campaigns. |
| • |
Well attended anniversary celebration galas for Frederick's
in 5 major cities
around the
United States. |
| • |
Launch of new bra, inner wear and outerwear collections. |
| • |
Launch of new body products line. |
| • |
Launch of partnerships with Polaroid, Sony, Match.com
and 1800 Flowers. |
| • |
Major product placements in Chicago, She’s Got
Mail, MTV and music videos
by Madonna. |
| • |
Hundreds of media placements in the New York Times,
People, Instyle, US Weekly,
Vogue, Cosmopolitan, WWD, W and many more. |
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