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Research Report
Dress Pub Date : 2019-06-06 , DOI: 10.1080/03612112.2019.1565654
Alexis Walker

The social upheavals of the 1960s impacted all aspects of fashion, including women’s undergarments. Embracing feminism and youth culture, many young women rejected the structured brassieres of the 1950s; manufacturers responded with lightweight bras that created a more natural silhouette. The Montreal-based Canadelle Company, manufacturer of the WonderBra brand, was among the leaders in cutting-edge bra design. Realizing the importance of style innovation to the industry’s future, Canadelle began experimenting with ways to make bras less visible, one of which was the hot molding of synthetic fabrics to create a completely seamless bra cup. Canadelle released its Dici brand of molded bras on the Canadian market in 1974. This study outlines how the company’s creative marketing strategies, their resourceful design department, and their superior in-house molding technology helped the brand achieve widespread commercial success in Canada.

中文翻译:

研究报告

1960 年代的社会动荡影响了时尚的方方面面,包括女性内衣。拥抱女权主义和青年文化,许多年轻女性拒绝了 1950 年代的结构化胸罩;制造商以轻量型文胸作为回应,打造更自然的轮廓。位于蒙特利尔的 Canadelle 公司是 WonderBra 品牌的制造商,是尖端胸罩设计的领导者之一。意识到款式创新对行业未来的重要性,Canadelle 开始尝试使胸罩不那么显眼的方法,其中之一是合成织物的热成型以制造完全无缝的胸罩罩杯。Canadelle 于 1974 年在加拿大市场上发布了其 Dici 品牌的模压胸罩。这项研究概述了公司的创意营销策略、他们足智多谋的设计部门、
更新日期:2019-06-06
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