Frederick's of Hollywood's Racy, Risque Lingerie and Intimates Apparel Empire

Frederick's of Hollywood's Racy, Risque Lingerie and Intimates Apparel Empire

Racy Lingerie and Intimates Retailer Frederick's of Hollywood Will Go Head to Head, Toe to Toe Against Victoria's Secret at Fashion Fair Mall

Conservative Central Valley of California Men and Women will Loosen Up a bit as they Lavish Frederick's on Loved Ones

In preparation for the Holiday Season, Frederick's of Hollywood will open its newest store at Fresno, CA, Fashion Fair Mall. That will place it right across from Victoria's Secret which has been updating its merchandise line. Both stores will benefit from the heavy mall traffic. Despite the opening of some very chic stores at RiverPark Shopping Center, Fashion Fair Mall on the Shaw thoroughfares has been able to hold its own.

By November 1, Frederick's of Hollywood will open its doors to the public. Its push up bras and other sensual and sexy line of products will be displayed on the mannequins at the mall. How will the retailer keep teenagers away from some racy items? Will there be an age check up at the door? Some of the undies offered at Victoria's Secret may have already turned the heads of some older shoppers. The more risque the better it seems to be for the youngsters these days. For sure, Frederick's of Hollywood has known something that most have not known. Through its online site (Fredericks.com), the company may have already studied the statistics and found out that most of its sales and traffic come from the Central Valley which has recently exploded in populations. There is a vibrant market here that can easily support these two competitors. The demographics explain it all. All the major stores are already here. Sephora has been meeting the beauty, makeup needs of most Central Valley women. Why not give them something to be proud of? Conservative or not, women and men from the San Joaquin Valley of California want to be proud of what they wear underneath. That is what Frederick's knows how to provide all too well.

Trendy national retailers already exist in the Central Valley. We are talking about the likes of shopping centers such as Fig Garden Village, The Shops at River Park and elsewhere.

What is the history of Frederick's of Hollywood?

The company was founded in 1946 by Frederick Mellinger. It had a great mail-order business. As it grew, it began selling extremely seductive lingerie. Frederick's operates 175 stores nationwide. Its managers have been talking about pioneering the push-up bra, black bras and panties. It has been reported that in the 1940s a woman wearing a Frederick's bikini was detained for showing too much skin on a Southern California beach. It was during the conservative period.

Is this the first time Frederick's of Hollywood is coming to Fresno, CA?

Every woman who wants to feel sexy for herself will visit these two stores at least once a month. And men who want their woman to be sexy will either take them there or purchase little presents for them. That is the way it was when the store was in downtown Fresno in the 1980s when competitors came out with new underthings.

Everyone hopes that the store is going to stick around for a while this time. As far as the marriage or proximity of these two competitors, we already see how Quiznos and Subway attract traffic and do business. In most Califonria malls especially in the Bay Area, Southern California and Sacramento, wherever you see a Victoria's Secret store, there is a Frederick's. This is what the marketers call clustering.

Who will shop at Frederick's and Victoria's Secret?

Shoppers who care about saving money will flock to Frederick's as its prices tend to be lower on most of its products. For example, the company carries $24 bras. Victoria's Secret's prices are higher. With its merger with Movie Star Inc., a manufacturer and distributor of intimate apparel, Frederick's can afford to sell some of its items at a lower price. Get ready to browse the store's corsets and the Seduction sub brand.