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University of California Press. Journal of Australian Studies. Retrieved 16 January Eisenberg, Ted; Eisenberg, Joyne K. The Scoop on Breasts: A Plastic Surgeon Busts the Myths. Farrell-Beck, Jane; Gau, Colleen The Bra in America. University of Pennsylvania Press. Greer, Germaine . Farrar, Straus and Giroux. Sociology in a Changing World 9th ed. Paul Ollendorf — via Wikisource. Instead of being hidden "unmentionables", Wonderbras became more visible icons of female sex-appeal.
The company also used pricing to promote Wonderbra as a luxury product with the highest price of any mass-merchandised brand. This strategy also provided greater profits in a very competitive industry.
The goal was to have women see their Wonderbras as a cosmetic—a beauty enhancer—rather than a functional garment. Playtex , the leading brand at the time, promoted the ease of care and durability of their girdles and brassieres.
Beginning in , the advertising focused exclusively on Wonderbra brand brassieres. The Wonderbra ads were based on fashion and emotional appeal. In various ads, the man would appear as fashion photographer in a fashion shoot or fashion buyer at a fashion show. The voice-over and jingle featured a man's voice and the commercial showed an actual woman's torso naked except for a bra. All other television ads before this era showed brassieres on a manikin or a dressmaker's dummy to promote the functional features of the product.
Every Wonderbra advertisement contained versions of the musical theme, "We care about the shape you're in. The Dici by Wonderbra television advertisements started in The animated ads featured the iconic die-shaped packaging. A bra exited the box like a bird, then metamorphosed into a seagull and flew away. The tagline reinforced a spirit of freedom and nature: Playtex later acquired by Sara Lee was second.
Around , Gossard was selling the Wonderbra lines under licenses that were to expire in January At the time, the plunge style was a good seller in the UK market. Gossard planned to renew their license and had an option to do so under the existing agreement. Instead of simply renewing the agreement, Gossard executives decided to negotiate better terms with Sara Lee. Soon after the negotiations started, something unexpected happened. In , the plunge style became a hit with British women and sales took off.
Several factors might have contributed to this boom including "an article in British Vogue on the return of the padded bra, a Vivienne Westwood -inspired fad for corsetry and that Gaultier driven yearning for underwear as outerwear". Although the model was already being manufactured in Montreal by Canadelle, Playtex executives decided to take a year to redesign the bra for the U.
They scheduled a late national launch for the bra. During this period, Gossard introduced to Americans their Ultrabra, with a design similar to the push-up Wonderbra model.
Victoria's Secret launched television advertisements to maintain visibility for the Miracle Bra which the company launched in The advertisements were toned down in comparison to the earlier UK campaign. Underneath read slogans such as "who cares if it's a bad hair day" and "look me in the eyes and tell me that you love me. Although Playtex promoted the authenticity of their "One and Only Wonderbra", the rapid introduction of competitive products meant that the overall U.
Following the relaunch, the U. Wonderbra has expanded from the single push-up bra design to a broader lingerie line. The brand remains popular around the world as a product, and a part of the cultural lexicon.
In , Sara Lee sold its intimate apparel brands. On January 3, , the Canadian Broadcasting Corporation CBC-TV broadcast the results of their internet poll, in which Canadian respondents ranked the Wonderbra 5th out of the top 50 "Greatest Canadian Inventions" after Insulin , the light bulb and the telephone , but ahead of the pacemaker. In a March survey of 3, UK women, the Wonderbra was reported as the greatest fashion innovation in history.
According to one magazine article, survey respondents were nearly unanimous in giving push-up bras the number one position. In , WonderBra Canada celebrated the 70th anniversary of the brand's Canadian introduction. During the reintroduction, it was thought that an international group of women models as spokespersons - they were called "spokesmodels" — would enhance marketing.
The brand continues to use this tactic. From Wikipedia, the free encyclopedia. Wonderbra A Canadian Wonderbra branded plunge, push-up bra c. Product - Girls' 2 Pack Brief. Product Title Girls' 2 Pack Brief. Product - Girls Bra Top. Product Title Girls Bra Top. Product - Girls' Seamless Foam Bandini. Already a Shipping Pass member? Free returns online or in-store Not completely satisfied? We've made returning items as easy as possible. Never worry about minimum orders Order as often as you like all year long.
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