Wonderbra
Wonderbra is a brand name for a so-called push-up brassiere - from English wonder (wonder) and bra (brassiere; in turn, short for French brassière ). The special thing about this type of bra are the fixed, wire or plastic brackets, also called cups, which are cut out wide and have crescent-shaped padding. The material is processed in such a way that the cups fit snugly and do not slip. This also lifts the breasts beyond the enlargement achieved by the upholstery and pushes them inwards, creating the impression of a more voluptuous cleavage , the so-called "wonderbra effect" in advertising.
The fullness of the padding in relation to the basket also determines the strength of the effect: In the United States such. B. Wonderbras are accordingly divided into three categories. However, push-up pads can limit wearing comfort. That is why they are partially replaced by removable padding, without which the Wonderbra is more comfortable to wear.
history
During the rationing of elastic fibers that followed the outbreak of the Second World War , the designer Israel Pilot from New York designed a diagonal shoulder strap for a bra that saved material and made the wearer more comfortable to wear. This 1935 model was named Pilot Wonderbra and the patent was granted in 1941.
The manufacturer Moe Nadler, who owned the Canadian Lady Corset Company in Montreal , which manufactured bras in the mid-price segment, bought both the brand and the manufacturing license for the Canadian market from Pilot, thus becoming the original manufacturer of the Wonderbra brand . The Wonderbra became better known beyond the North American market in 1994 when the American giant Sara Lee acquired this license. Large-scale advertising campaigns with the model Eva Herzigová made the Wonderbra brand known as a synonym for a push-up bra. Other American manufacturers soon followed suit because of the great success, with similarly suggestive product names such as Miracle Bra from Victoria's Secret , It Must Be Magic Bra from Vanity Fair or Rendezvous from Maidenforms .
Web links
- www.wonderbra.de German website for the Playtex GmbH product
swell
- Matthew Moberg, Jonathan Siskin, Barry Stern and Ru Wu: Case Examples Innovation Management: Sara Lee: Wonderbra , University of Michigan , Business School, MBA Class of 1999 (Allan Afuah)