Stepping foot into Fred, a women’s clothing boutique located at 524 N. Water St., immediately provides a fresh, upbeat shopping experience. And it certainly is a shopping experience.
The music in the store instantly sets the tone for an exciting atmosphere. With artists like Fergie, Estelle, Britney Spears and Madonna serenading me as I shopped, I felt excited about picking out tops and dresses for a fun night out.
Fred professionally caters to trend-seeking shoppers on a budget. Commonly pinned as Milwaukee’s affordable boutique, the store seems a perfect fit for college students or 20- and 30-somethings, with all clothing items priced under $100. Only some winter coats and specialty items are priced above $100, explained Jackie Barutha, marketing director at Fred.
Among Fred’s staple styles are flowing tops with unique cuts and wrap-around sweaters or jackets. While fashionable, this made it difficult for me to find the right fit with many of Fred’s pieces because of my petite build. The tops and dresses cater to a more mature body type, but with some searching it is possible to find a piece for anyone — even me. Last spring I bought a dark, floral, floor-length Janis Joplin-esque dress. Friends thought I paid a much higher price than the $70 tag. It was easily the most unique and fashion-forward dress, or item of clothing for that matter, that I have ever worn.
The entrance of the store attracted me to the most high-end pieces, such as winter coats. But after a few steps into the store I reached the bulk of the clothing selection that largely includes party dresses and tops. Fred houses professional work looks, but these were more difficult to find as they seemed buried between party looks.
The store lacked casual classics like unfettered button-up blouses but made up for it in the individual style of each piece. Nearly every party dress and top had its own distinct design, structure or color that anyone else would be unlikely to have. The store logo reads “Fresh Sassy Hip,” and it certainly lives up to the mantra.
Fred also lives up to its slogan with special events. On the last Thursday of every month, different area companies and salons come to the boutique from 5 to 10 p.m. to provide massages, complimentary martinis and discounts, Barutha said.
Fred has been featured recently in Us Weekly, Lucky Magazine and In Touch Online. The boutique has dressed celebrities such as American Idol finalist Kimberley Locke and Brooke Hogan, whom Fred is currently styling for shows on VH1, Barutha said.