This one-hour program takes an insightful look into the glamorous and energetic 21st century bra industry, tracing the lineage of the bra and its design from an early incarnation around 1908.
A far cry from the weight of Victorian iron and whale boned corsets – the first flimsy bras gradually evolved through the decades, and somehow managed to reflect the changing social and feminine attitudes of the day. Today, bra design is a multibillion dollar industry and entry into the market has significant risk attached.
Most companies now hire the services of a supermodel to help get their message across to the consumer. We discover how niche players such as MJM and Agent Provocateur can compete with the global businesses of Gossard and Playtex. To try and gain a foothold, MJM has developed a revolutionary silicon-enhanced bra and taken the canny step of hiring actress and model Rachel Hunter to front its campaigns.
Is this enough to gain market share in today’s cut-throat environment? Also, Rigby & Peller (suppliers to Her Majesty the Queen) reveal just how to achieve that elusive “perfect fit”.... Read more.