Wonderbra

Wonderbra is a mark of bras ampliformes, also called “push-up”, marketed by the company Playtex, which belongs in Europe, since November 2005, with the American group Sun Capital Partners. The name “Wonderbra” is made of two terms coupled: in English, “wonder” expresses an idea of amazement and “will bra” indicates a bra.

The bras of Wonderbra mark have as an essential characteristic the fact of being uplift: traditional Wonderbra is composed of 54 elements arranged so as to raise and tighten the chest, in order to create an effect of plunging Décolleté, even on the smalllest silhouettes.

History

The first bra ampliforme, baptized Rising Sun (“rising sun”), is presented to the United States in 1948: this type of bra uses a fabric combination and whales of reinforcement out of metal or plastic to support and raise the Sein S. The bra ampliforme Wonderbra is designed in 1961 by the Canadian Styliste Louise Poirier under the direction of Moe Nadler (President) for the company of Lingerie Canadian Lady Company Corset, then marketed primarily in Europe, of 1967 with 1993, under license granted to the British mark Gossard. It appears on the market of the the United States in May 1994, following the repurchase of the license by the American group Sara Lee, which recovers the mark “Wonderbra then”, Gossard continuing to sell a similar product under the name of “Ultrabra”.

In 1968, Gossard had launched its Wonderbra countryside with a Slogan which promised to the women wearing a bra cuts 85 to appear a size 90, and with those carrying a size 90, an effect implicitly pickling solution. However, in the Years 1960 and until the end of the Years 1980, the world of the mode sublimated primarily the quasi-non-existent chests of the Mannequin S Androgyne S. the Années 1990 see the return to a female ideal of beauty which develops the curves more: it results from it not only from the notable changes in the lines of ready-made clothes in vogue and in the physical type of the mannequins - high-speed motorboats, but also an increased interest of the consumers for the linen room. In this very favorable context commercially, the Wonderbra mark taken again by the group Sara Lee made in 1994 an entry crashing to pieces on the worldwide market with its first model which becomes then, according to the CFDA ( Council off Fashion Designers off America ), association gathering the greatest American fashion designers , “a phenomenon without precedent in the sector of the underclothing”. In the United States, the product is sold with the amazing rate/rhythm of every 15 seconds, and becomes thus the bra ampliforme number one of the sales in this country.

The beginnings of Wonderbra are resounding at the international level, because of an advertizing campaign and media of a width ever seen in the sector of the linen room, with the Czech top model Eva Herzigová like first egery and the famous sentence “Look me in the eyes… I said the eyes” like first Slogan, declined in all the languages. Very quickly, Wonderbra becomes a phenomenon of Mass culture, the term making its appearance in the language running in many countries to indicate this type of bra ampliforme, and being even included in songs, such Amerika of the group of German metal Rammstein in 2004 ( We' Re all living room in Amerika/Amerika STI wunderbar/We' Re all living room in Amerika/Coca Cola, Wonderbra ! ), or I will dance with you of the group pop French Hyperclean in 2005 ( In the dance halls of the whole world/Where everyone dances like its feet/Of the miniskirts of the judokas/the large strapping men of the Wonderbra ).

Ambassadresses of Wonderbra

As of 1994, Wonderbra chooses ambassadresses in the world of the signal models. In 2005, the mark innovates in its communication strategy, by organizing moreover castings on line on the Web.

Among different the egery S from Wonderbra:

Eva Herzigová, Czech top model
Adriana Karembeu, Slovak top model
In Zobova, Russian top model
Sarah Murdoch, top model Australia
Magdalena Wróbel, top model Polish
Whim Bourret, top model American
Nadja Auermann, top model German

External bonds

Official site of Wonderbra France
History and analyzes phenomenon Wonderbra, case study carried out in 1999 by Matthew Moberg, Jonathan Siskin, Barry Stern and Ru Wu (MBA Class, 1999) under the direction of Professor Allan Afuah, University off Michigan Business School.
1935: First use of registered trademark of Wonderbra

Random links: