The History of Fredericks of Hollywood
All men may have been created equal, but Frederick Mellinger was convinced that all women were not. Mellinger spent countless hours creating in his head a venture that would accentuate (and perhaps attenuate) the female figure. During his three-year tour with the U.S. Army, he shared his ideas with his fellow servicemen and was encouraged by their reaction.
In 1946, Mellinger established Frederick?s of Fifth Avenue in New York City. In truth, it was a modest loft far from the fashionable sections of Fifth Avenue. It had one desk, from which he processed orders. With these bare beginnings, Mellinger resolved to clothe American women in sexy, glamorous fashions and undergarments.
His initial move was to market black lingerie, including panties, bras, nighties, and peignoirs. Black today may seem tame, but in the 1940s it sparked an uproar in conservative circles, where cotton bloomers were the accepted custom. The uproar notwithstanding, Mellinger sold about $46,000 worth of merchandise anyway in his first year.
In 1947, Mellinger decided he would do better on the West Coast. He opened Fredericks of Hollywood with an expanded line of merchandise that quickly became fashionable, especially among the country?s leading entertainers. One year after opening Fredericks of Hollywood, Mellinger unveiled the first push-up bra, dubbed the Rising Star. Encouraged by the success, he frequently made other innovations that would enhance the appearance of clients, such as padded girdles and body shapers.
By the 1950s, Fredericks of Hollywood offered anything a woman might need for a total makeover, including false eyelashes, wigs, padding for ?every purpose,? and even skyscraper high heels. Outerwear was fair game, too, as Mellinger exposed America to the French bikini.
It was really a 6-inch panty and full bra, and there was nothing to see but the bare midriff. But the sight was considered so scandalous ? even in California ? that an early customer was arrested for wearing one on a public beach.
But Fredericks of Hollywood had tapped a wellspring, and Mellinger?s new concepts were sold to the eager public as fast as he could make them. Innovations like the front-hook bra and colorful bustiers became commonplace.
Fredericks of Hollywood made real to the public Mellinger?s idea that no matter how beautiful the outer garment was, without the right foundation the look would be wrong. Mellinger further enhanced the foundation, taking the concept even further with the introduction of unique, sexy designs in sleepwear, gowns, loungewear, hosiery, swimsuits, and even intimate daywear.
In November 1989, Fredericks of Hollywood opened the world?s first Lingerie Museum at its flagship store in Hollywood. Each year, more than 80,000 visitors are greeted by exhibits from Madonna, Zsa Zsa Gabor, the Pointer Sisters, and many more celebrities.
Fredericks of Hollywood was first listed on the American Stock Exchange in 1981, and ten years later, was listed on the New York Stock Exchange. Today, the company has annual sales of nearly $150 million generated by more than 200 retail stores and 50 million catalogs. Fredericks of Hollywood has recently been acquired by Movie Star, Inc.
frank j vanderlugt owns and operates http://www.fredricks-of-hollywood-now.com Fredricksofhollywoodnowcom
