From 1939 to 1955, the company produced more lingerie apparel and launched more product lines. They had girdles, panties, swimsuits, and slips, among others. In the 1950’s the push up bra was created. It was a type of Wonderbra that increased cleavage for the woman.
In 1964, Moe Nadler passed away and gave full control of his company to his son, Larry Nadler. Larry was a Harvard-trained Master in Business Administration and he brought the modern marketing strategies to the company. One of his strengths was in market research. He knew how to understand his customer on all angles. He studied how women felt about their bras. They said that they wanted their bras to make them look beautiful, fashionable, sexy, and attractive to men. Larry discovered that women wanted bras that made them look and feel beautiful. He designed bras that were going to be comfortable and make the women look as attractive as possible. Increasing cleavage without sacrificing comfort became one of his cornerstone manufacturing and design philosophies.
In the seventies, Larry was able to double the revenues of the company. From 12.6 million dollars to 24.9 million dollars, Larry was a marketing genius. By the end of the seventies, the company had almost one third of the market share in Canadian lingerie. One of the statistics that would impress you is that in a country with ten million girls older than thirteen, he had sales of thirty million dollars every year. Factoring inflation in today’s dollars, he was earning seven dollars per person in Canada every year!
In the nineties, Sara Lee purchased the company and took over its management. Sara Lee reintroduced and re-branded the Wonderbra lingerie line. In 2006, the Wonderbra was bought by Hanes. They now own the license to produce and sell this product all over the world except in the European Union and in South Africa. There are local distributors handling the sales in those areas. In 2007, the Wonderbra lingerie was considered as one of the top 50 Canadian inventions of all time.
In 2008, a survey of three thousand women in the UK found that almost unanimously the respondents considered the Wonderbra to be the greatest fashion innovation in history. It has had a deeper cultural impact that any innovation in the womenĺs fashion industry, and been at the source of controversy when the advertising campaign in the UK in 1994 featured Eva Herzigova in the bra staring downwards above a caption saying "Hello Boys". Rumor had it that this advertisement on billboards on roads had caused traffic accidents, although this was never proven. The toned-down adverts used in the USA featured the same photograph with captions such as "Look Me In The Eyes And Tell Me You Love Me".
More about sexy lingerie brands, and lingerie shopping at unbeatable prices!
Tags: women, shopping, lingerie, bra, womens interest, underwear, undergarment, wonderbra