{"id":439702,"date":"2010-03-17T13:50:16","date_gmt":"2010-03-17T17:50:16","guid":{"rendered":"tag:typepad.com,2003:post-6a00d834519bc269e201310fb0ffea970c"},"modified":"2010-03-18T08:37:22","modified_gmt":"2010-03-18T12:37:22","slug":"fredericks-of-hollywood-gets-a-makeover-through-social-media","status":"publish","type":"post","link":"https:\/\/mereja.media\/index\/439702","title":{"rendered":"Frederick&#8217;s of Hollywood gets a makeover through social media"},"content":{"rendered":"<p><a href=\"http:\/\/www.brandfreak.com\/2010\/03\/fredericks-of-hollywood-gets-a-makeover-through-social-media.html\" style=\"float: right;\"><img decoding=\"async\" alt=\"Foh\" class=\"asset asset-image at-xid-6a00d834519bc269e201310fb0f8ca970c \" src=\"http:\/\/brandmediaweek.typepad.com\/.a\/6a00d834519bc269e201310fb0f8ca970c-250wi\" style=\"width: 250px; margin: 0px 0px 5px 5px;\"><\/img><\/a><\/p>\n<p>Long before Victoria&#8217;s Secret sent its first be-diamoned bra traipsing down a runway or aired a <a href=\"http:\/\/adweek.blogs.com\/adfreak\/2009\/12\/michael-bay-directs-new-victorias-secret-ad.html\" >Michael Bay action-clip undies commercial<\/a>, Frederick&#8217;s of Hollywood was the glamorous go-to lingerie brand. The bustier-and-garter-belt chain has been around since 1946, with founder Frederick Mellinger promoting risque intimates at a time when bloomers came in three styles: big, white and baggy. With some lean years and a bankruptcy filing now behind it, the iconic Frederick&#8217;s is tweaking its image and repositioning for modern-day Bettie Pages and mallrats everywhere. The rebranding campaign, all via social media, has increased sales by 4 percent in the first month, outpacing projections, according to Linda LoRe, the marketer&#8217;s president. The focus has been on new products, more trendy merchandise, e-commerce and loyalty reward programs. The campaign, via WhittmanHart Interactive in Los Angeles, has depended exclusively on emerging media, mobile marketing, community building and social networking. (<a href=\"http:\/\/www.facebook.com\/pages\/Fredericks-of-Hollywood\/73993514374\" >More than 25,000 fans have signed up on Facebook.<\/a>) Frederick&#8217;s is one of a number of heritage brands that have been shaking off the dust and putting their best feet forward lately. In this marketer&#8217;s case, that limb happens to be covered with a fishnet.<\/p>\n<p>\u2014Posted by T.L. Stanley<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Long before Victoria&#8217;s Secret sent its first be-diamoned bra traipsing down a runway or aired a Michael Bay action-clip undies commercial, Frederick&#8217;s of Hollywood was the glamorous go-to lingerie brand. The bustier-and-garter-belt chain has been around since 1946, with founder Frederick Mellinger promoting risque intimates at a time when bloomers came in three styles: big, [&hellip;]<\/p>\n","protected":false},"author":3984,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-439702","post","type-post","status-publish","format-standard","hentry","category-news"],"_links":{"self":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts\/439702","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/users\/3984"}],"replies":[{"embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/comments?post=439702"}],"version-history":[{"count":0,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts\/439702\/revisions"}],"wp:attachment":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/media?parent=439702"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/categories?post=439702"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/tags?post=439702"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}