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65-512: In 1968, Canadian Lady changed its name to Canadian Lady-Canadelle Inc., was sold to Consolidated Foods (now Sara Lee Corporation ), and later became Canadelle Inc. During the 1970s Wonderbra was repositioned as the company's fashionable and sexy brand, and became the Canadian market leader. In 1991, the push-up Wonderbra became a sensation in the UK, although it had been sold there since 1964 under license by

130-457: A "Freedom Trash Can". These included girdles, which were among items the protestors called "instruments of female torture" and accoutrements of what they perceived to be enforced femininity . Girdles and "body shapers" are still worn by women to shape their figure with a garment. Indeed, the 21st century has seen a large resurgence of shapewear being worn, specially with the advent of new fabrics and seamless construction, so that modern shapewear

195-402: A $ 46 million political campaign (equivalent to $ 60.4 million in 2023) known as "The Coalition Against The Costly Food Labeling Proposition, sponsored by Farmers and Food Producers". This organization was set up to oppose a California citizen's initiative, known as Proposition 37 , demanding mandatory labeling of foods containing genetically modified ingredients . The Sara Lee Foundation

260-404: A binding offer for its Global Body Care and European Detergents to Unilever for €1.275 billion (equivalent to €1.71 billion in 2023). On June 1, 2010, Sara Lee announced it had completed the sale of its 51 percent stake in its Godrej Sara Lee joint venture to Godrej Consumer Products Ltd. for a total consideration of €185 million (equivalent to €249 million in 2023). On June 15, 2010,

325-576: A bra. All other television ads before this era showed brassieres on a manikin or a dressmaker's dummy to promote the functional features of the product. Every Wonderbra advertisement contained versions of the musical theme, "We care about the shape you're in. Wonderful, wonderful, Wonderbra" . The 1979 television campaign included a commercial directed by Richard Avedon which won a Silver award for television advertisements shown in Canada. The Dici by Wonderbra television advertisements started in 1974. The brand

390-408: A brief style panty-girdle under or on top of tights/pantyhose for some figure control. By the late 1970s, those who wanted figure control had the option of "control top" pantyhose, where the top section of the pantyhose had a higher proportion of elastane lycra to offer some figure control. In 1968, at the feminist Miss America protest , protestors symbolically threw a number of feminine products into

455-450: A business to success with no new products and no growth plan". Also, Marcel Smits, interim CEO since Barnes suffered a stroke , became the new CEO, and Jan Bennink director and chairman. The split was completed on July 4, 2012. The successor company, Hillshire Brands, re-located its headquarters from Downers Grove to Chicago in 2012. In 2014, Hillshire, along with the Sara Lee operations,

520-420: A die (with holes). In 1966, Canadian Lady made several important changes to their advertising strategy. They introduced television advertising and changed the emphasis from the product to the brand. Ads attempted to build consumer awareness of the single brand name: Wonderbra. Market research showed that women did not want girdles advertised on television—girdles were seen as armor against sex, while bras provided

585-522: A fashion choice and not a political statement. Canadian Lady's management knew that girdles were out, but bras would remain an essential part of women's wardrobes. So during the 1960s, while competitors were cutting back on their bra marketing and diversifying into other products, Canadian Lady aggressively pursued bra market share. Later, Larry Nadler identified an age based bifurcation in the market. Younger women (aged 15 to 20) regarded their bras as an enhancement to their sexuality but were not interested in

650-399: A heavily structured garment. Nadler learned that women wanted "less bra," not "no bra." In 1974, they introduced a new line of brassieres for teens called Dici (by Wonderbra) , and invented new hot fabric molding technologies to shape the cup. These bras were seamless and simply designed with less support than the typical bra of the period. The company designed special packaging in the shape of

715-517: A luxury product with the highest price of any mass-merchandised brand. This strategy also provided greater profits in a very competitive industry. The goal was to have women see their Wonderbras as a cosmetic—a beauty enhancer—rather than a functional garment. Playtex , the leading brand at the time, promoted the ease of care and durability of their girdles and brassieres. Beginning in 1967, the advertising focused exclusively on Wonderbra brand brassieres. In 1968, Nadler hired Goodis Advertising to develop

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780-556: A means of attraction. Our Montreal office got the Wonderbra account. This was a Canadian company which held down the Number Two position in women's garmentwear. One of our copywriters came up with the line: "We care about the shape you're in." Larry Nadler, who headed the family business, was a risk-taker. He loved the line and so did we. We had it set to music and prepared a television campaign around it. The CBC turned it down, not because of

845-439: A new fashion trend towards a pointed bust, inspired by Christian Dior's "New Look". The Petal Burst by Wonderbra line was successful and delivered 50% of bra sales by 1957. The post-patent negotiations were led by Moe Nadler. D'Amour no longer had leverage with a patent, but still demanded that Canadian Lady stop using the designs, and return the pattern templates. Moe Nadler ignored this demand and instead successfully acquired

910-441: A restructuring at Sara Lee. 2006 featured the divestiture of Sara Lee's European meats and European branded apparel businesses. In addition, the corporation spun off to its shareholders the branded apparel, Americas/Asia, business, into a separate, publicly traded company called Hanesbrands Inc. Including the spin-off, Sara Lee raised more than $ 3.7 billion in proceeds as part of the company's transformation plan. In addition to

975-431: A separate unit named D.E Master Blenders 1753. Some analysts claimed splitting the business into two units would make a takeover more likely. Stockholders would have equal shares in both companies. In the same month, Sara Lee received noted media attention regarding their strategy to "refocus on the core" to revamp the company. In a Forbes magazine column, Adam Hartung stated Sara Lee could not "cost-cut, refocus or re-align

1040-531: A small chain of Chicago neighborhood bakeries called Community Bake Shops. Working together, the businessmen expanded their original three stores into a chain of seven bakeries. Lubin wanted to expand the business. He named a cream cheesecake after his eight-year-old daughter, Sara Lee Lubin, and changed the name of the business to Kitchens of Sara Lee . In 1956, the Consolidated Foods Corporation bought Kitchens of Sara Lee, and it became one of

1105-514: A state-of-the-art research and development center named The Kitchens of Sara Lee, a 120,000-square-foot (11,000 m ) campus at the company's headquarters in Downers Grove. On September 25, 2009, Sara Lee announced it accepted a binding offer by Unilever for €1.275 billion to sell its global body care and European detergents business. The transaction was approved by EU regulators in November of

1170-463: Is substantially more comfortable than its corsetry based garments from the previous century. Some of these garments may incorporate a brassiere , a combination known traditionally as a corselette, but generally now referred to as a "body" (or body shaper), or simply an "all-in-one". The 20th century women's girdle attracts various references in literature, often in a disparaging way. For example, Marilyn French in her classic book, The Women's Room ,

1235-466: Is the property of Canadelle Limited Partnership of Canada , which is a wholly owned subsidiary of HanesBrands Inc . HanesBrands Inc. owns the license to sell and distribute apparel products under the Wonderbra trademark in all countries except the member states of the European Union , several other European nations and South Africa ; in these other markets, an affiliate of Sun Capital Partners owns

1300-473: The Gossard division of Courtaulds Textiles . Sara Lee Corporation did not renew Gossard's license and redesigned the push-up style for the reintroduction of the Wonderbra to the U.S. market in 1994. Since 1994, the Wonderbra has expanded from the single push-up design into a full-range lingerie fashion label in most of the world. In most countries, the brand emphasizes sex-appeal. In its native Canada, however,

1365-435: The corset in popularity, and was in turn to a larger extent surpassed by pantyhose in the 1960s. During the 1890s, the silhouette and use of the corset began to change. It became longer and S-shaped, with more emphasis on control for the waist and the top of the thighs. The newer foundation garment extended from the waist to the hips and stomach. The term girdle began to be used to identify this type of undergarment around

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1430-418: The miniskirt , rendered the girdle unattractive and obsolete to a generation of women. While the intimate apparel industry fretted about bra-burning as a precursor to the decline of all foundation garment sales, women reserved their animosity for their girdles. The Canadian sales data for foundation undergarments , from 1960 to 1971, vividly demonstrates the shift in tastes. It was against this backdrop that

1495-435: The 1300. Canadian Lady licensed these models, among others, to Gossard in 1964. It was the Wonderbra "Dream Lift" Model 1300 design that became first a UK success in the early 1990s, a European sensation in 1993, and then the "One and Only Wonderbra" that was finally launched in the U.S. in 1994. In the late 1950s and early 1960s, the majority of women were still wearing highly structured undergarments. Girdles were considered

1560-500: The 1980s) to use the Wonderbra brand on hosiery in Canada. In the late 1950s Moe Nadler started travelling to Europe to find new styles to bring to the Canadian market. In 1960, Wonderbra introduced a lacy, half push-up bra described in Europe as Pigeonnant (meaning "pigeon-breasted" in French). In 1961 Nadler directed Louise Poirier to develop a deeply plunged, laced push-up design, numbered

1625-586: The Canadian Lady Corset Company had to act. In 1964, Moe Nadler died and his son, Larry Nadler inherited control of the company. Larry Nadler was a Harvard -trained MBA and brought modern marketing strategies to the industry. He commissioned market research that identified women's feelings about intimate apparel. Women did not hate their bras. Rather, they saw bras as a means to feel and look beautiful, to be fashionable and sexy, and to attract men. While women sometimes went braless, they were making

1690-537: The Canadian Lady Corset Company. He created a small sewing shop in the heart of Montreal to make a well-fitting, good quality bra in the mid-priced range (from $ 1.00 to $ 1.50 retail). As part of this effort, he travelled to New York City , met with Israel Pilot and licensed the Wonder-Bra trademark and diagonal slash patent. In Canada, the trademark lost the hyphen to become "WonderBra," and "Wonderbra" at

1755-441: The Canadian market and $ 27 million in sales. Playtex (later acquired by Sara Lee) was second. By 1980, Wonderbra's sales were over $ 30 million wholesale ($ 76 million in 2006 dollars) in a country with only 10.3 million women and girls older than 13. "I've got a couple of those Gossard Wonderbras. They are so brilliant, I swear, even I get cleavage with them." – Kate Moss , 1994, New York Times Magazine Around 1991, Gossard

1820-522: The Canadian, European, and Asian rights to the Wonderbra trademarks. This allowed the company to move forward into the 1960s with the brand intact. By the mid-1960s Canadian Lady was exporting and licensing the Wonderbra line to Western Europe , Australia , South Africa , Israel and the West Indies . In the 1970s, Canadelle acquired the remaining worldwide rights to the trademark, and licensed Giltex (a Canadian pantyhose manufacturer acquired by Sara Lee in

1885-688: The Sara Lee brand is owned by Kohlberg & Company , making frozen cakes and other items at its present facility in Illinois. Sara Lee is also the brand name of a number of frozen and packaged foods, often known for the long-running slogan "Everybody doesn't like something, but nobody doesn't like Sara Lee", often incorrectly reported as "Nobody does it like Sara Lee". As of 2005, Sara Lee Corporation had operations in more than 40 countries; sold food, beverage, and household products in over 180 countries; and had some 137,000 employees worldwide. In 1935, Charles Lubin and his brother-in-law, Arthur Gordon, bought

1950-455: The U.S. reintroduction. During the wartime years, Canadian apparel manufacturers were subject to quotas on materials. Elastics were unavailable, affecting the comfort and design of women's underwear. The diagonal slash offered a better fitting brassiere without elastics, and became a competitive advantage. From 1939 to 1955, Canadian Lady marketed several lines of intimate apparel including girdles, panties, slips, swimsuits, and brassieres under

2015-448: The Wonderbra brand. The company also created sub-brands to target different socioeconomic and lifestyle segments of the consumer market. In contrast, the U.S. market for Wonder-Bra stagnated while the brand was owned by Israel Pilot's companies. In 1952, Canadian Lady launched Petal Burst with anticipation of tough negotiations with D'Amour—Israel Pilot's U.S. company—around the expiration of the patent in 1955. This new line also adapted to

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2080-482: The Wonderbra was reported as the greatest fashion innovation in history. According to one magazine article, survey respondents were nearly unanimous in giving push-up bras the number one position. During the 1994 reintroduction, it was thought that an international group of women models as spokespersons - they were called "spokesmodels" – would enhance marketing. The brand continues to use this tactic. Sara Lee (corporation) The Sara Lee Corporation

2145-572: The agreement stressed that Sara Lee's Bil Mar Foods division did not knowingly distribute the tainted meat. On August 7, 2001, Sara Lee Corp cleared the last remaining regulatory hurdle in its purchase of Earthgrains Co, receiving approval from the European Commission (S). Brenda C. Barnes joined Sara Lee Corporation in July 2004 as the president and chief operating officer. Then in February 2005, Barnes

2210-661: The bra for the U.S. market. They scheduled a late 1994 national launch for the bra. During this period, Gossard introduced to Americans their Ultrabra, with a design similar to the push-up Wonderbra model. Other competitors quickly followed while Playtex retooled the design. Victoria's Secret launched television advertisements to maintain visibility for the Miracle Bra which the company launched in 1993. The U.S. Wonderbra rollout included events with Eva Herzigová in New York's Times Square . The advertisements were toned down in comparison to

2275-416: The brand promotes the functional qualities of its products, a departure from the strategy that made Wonderbra the top-seller in the 1970s. Elastic materials were rationed and unavailable for clothes prior to the start of World War II. Israel Pilot designed an improved cup with a diagonal slash, shoulder strap attachment. This innovation on existing bra design provided more comfort and freedom of movement for

2340-459: The company announced that it had received a binding offer of $ 153.5 million (equivalent to $ 209 million in 2023) for its remaining insecticides business. The offer is dependent on European Union antitrust approval; the decision is due May 2, 2011. On July 5, 2010, Sara Lee completed the sale of its Ambi Pur air care business to Procter & Gamble for €320 million (equivalent to €412 million in 2023). On April 4, 2011, Sara Lee completed

2405-568: The company's best-known brand names. In 1985, the name Sara Lee Corporation was adopted for the corporation as a whole. While the company traced its lineage to 1939, when Nathan Cummings acquired C. D. Kenny Company, a wholesale distributor of sugar, coffee, and tea in Baltimore, Consolidated Foods Corporation was actually the descendant of a Chicago grocery store called Sprague, Warner & Company. This enterprise, which started on State Street in Chicago,

2470-399: The earlier UK campaign. The U.S. print and billboard advertising showed models wearing only the Wonderbra. Underneath read slogans such as "who cares if it's a bad hair day" and "look me in the eyes and tell me that you love me." The $ 25 Million campaign worked in conjunction to the ongoing media interest in the bra. Although Playtex promoted the authenticity of their "One and Only Wonderbra",

2535-474: The following year. On November 9, 2010, Sara Lee said that by selling its North American Fresh Bakery unit to Grupo Bimbo , it could grow in other areas. The $ 959 million deal gave Sara Lee the right to continue using the Sara Lee name on frozen desserts and meat products. Grupo Bimbo was to use the Sara Lee name for fresh-baked products around the world except for Western Europe , Australia and New Zealand . The deal also gave Grupo Bimbo 41 baking plants, and

2600-414: The kosher meat business and discontinue processing and distributing products made under all of its kosher meat brands, including: Best's Kosher, Sinai Kosher, Shofar and Wilno. As of early 2019, certain Sara Lee bread and other baked goods products, which had dropped some kosher certifications in 2017, restored them. Throughout 2012, Sara Lee contributed $ 343,600 (equivalent to $ 450,869 in 2023) to

2665-404: The ladylike norm and represented close to 40% of industry sales by volume. The 1960s also brought to Canadian Lady the challenges of feminism , fashions and the sexual revolution . The feminist movement—cultured by thought leaders like Betty Friedan and Germaine Greer —questioned the mores that defined women's roles and appearance. Changes in fashion trends, such as pantyhose and the rise of

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2730-492: The largest grocery wholesaler in the United States. Annual sales grew from about $ 20 million in 1942 to $ 120 million by 1946. After changing its name in 1945 to Consolidated Grocers, Cummings's company became the Consolidated Foods Corporation in 1953. In 1986, Sara Lee bought the manufacturing and mail order operations of Wolferman's, a maker of English muffins , that dated back to 1888. In February 1988, Sara Lee agreed to

2795-619: The license under the Dim Branded Apparel group which is headquartered in Paris. On January 3, 2007, the Canadian Broadcasting Corporation (CBC-TV) broadcast the results of their internet poll, in which Canadian respondents ranked the Wonderbra 5th out of the top 50 "Greatest Canadian Inventions" (after Insulin , the light bulb and the telephone , but ahead of the pacemaker ). In a March 2008 survey of 3,000 UK women,

2860-418: The license with Gossard. In 1994 in the UK, the (Sara Lee) Wonderbra achieved a high profile for its racy Hello Boys campaign. The most famous campaign poster presented model Eva Herzigová in a Wonderbra gazing down at her breasts with the caption "Hello Boys", addressing male admirers. Urban myth attributed a number of car accidents to drivers being distracted by the advertisements. The influential poster

2925-625: The line, but because we had the audacity to show a woman in a bra. CTV had no such qualms, which proves how arbitrary the world can be. Eventually, the CBC recanted and ran the campaign. .... The result of the campaign—not just in TV, but other media as well—moved Wonderbra into a solid, first-place position in its field. – Gerry Goodis, former CEO, Goodis Advertising Instead of being hidden "unmentionables", Wonderbras became more visible icons of female sex-appeal. The company also used pricing to promote Wonderbra as

2990-422: The monetary benefits, the company became tightly focused on its core businesses: food, beverage, and household and body care. In 2008, Sara Lee sold off its Direct Store Delivery foodservice coffee business to Farmer Brothers for a reported $ 45 million. By 2009, Sara Lee was pursuing the sale of its household and body care business in their continuing effort to focus on core business. In April, Sara Lee launched

3055-407: The new campaign. The Wonderbra ads were based on fashion and emotional appeal. In various ads, the man would appear as fashion photographer (in a fashion shoot) or fashion buyer (at a fashion show). The storyline suggested an attraction or budding romance between the man and the women. The voice-over and jingle featured a man's voice and the commercial showed an actual woman's torso naked except for

3120-525: The new styles. A more compact panty girdle was designed to work with the shorter skirts. Pantyhose were not only more comfortable than girdles, there was no need for suspender clips to hold up stockings . By 1970, the girdle was generally supplanted by the wearing of pantyhose (called tights in British English). Pantyhose replaced girdles for most women who had used the girdle as a means of holding up stockings; however, many girdle wearers continued to use

3185-565: The plunge style became a hit with British women and sales took off. Between 1991 and 1993, UK sales of that Wonderbra style quadrupled to $ 28 million, accounting for 12.5% of the $ 225 million UK branded bra market. Several factors might have contributed to this boom including "an article in British Vogue on the return of the padded bra, a Vivienne Westwood -inspired fad for corsetry and that Gaultier driven yearning for underwear as outerwear". With this surge in sales, Sara Lee decided not to renew

3250-419: The purchase of the 84-year-old Adams-Millis Corporation of High Point, North Carolina , the largest private label sock and stocking manufacturer in the United States, with 3000 employees and 1987 sales of nearly $ 200 million. On June 25, 2001, Sara Lee Corp pleaded guilty to a misdemeanor and agreed to pay $ 4.4 million for selling tainted meat that was blamed for at least 15 deaths and six miscarriages in 1998;

3315-449: The rapid introduction of competitive products meant that the overall U.S. market benefited from a 43% increase in push-up bra sales by the end of 1994. Following the 1994 relaunch, the U.S. Wonderbra has expanded from the single push-up bra design to a broader lingerie line. The brand remains popular around the world as a product, and a part of the cultural lexicon. In 2006, Sara Lee sold its intimate apparel brands. The Wonderbra trademark

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3380-517: The regional brands Grandma Sycamore's, Heiner's and Rainbo. On January 28, 2011, Sara Lee announced the company would be split into two units. The company said its North American operations (including Jimmy Dean, Ball Park and Hillshire Farm) would take the Hillshire Brands corporate name, while the international beverage and bakery businesses (including Douwe Egberts, Senseo, Pickwick, Maison du Café, L'OR, Café Pilão, and Marcilla) would constitute

3445-961: The sale of its Kiwi shoe care business to SC Johnson for €245 million (equivalent to €315 million in 2023). In 2010, Sara Lee completed the sale of White King and Janola brands to Symex for €38 million (equivalent to €50.3 million in 2023). In addition, Sara Lee announced the pending sale of its non-Indian insecticides business to SC Johnson for €153.5 million. In 2010, Sara Lee divested its North American fresh bakery business to Grupo Bimbo . In 2012, Hillshire Brands sold its Australian bakery operations to McCain Foods . On November 19, 2008, Sara Lee Corporation, which had acquired "the No. 2 kosher hot dog brand" in 1993, announced that it would close its kosher hot dog and meat processing facility in Chicago , on or before January 30, 2009. Sara Lee decided to exit

3510-494: The time of the First World War . Around this time, rubberized elastic was introduced. Women now coaxed their bodies into two new types of foundations, the two-way stretch girdle and the cup-type brassiere, both more comfortable than their predecessor, the boned corset. Girdles were constructed of elasticized fabric and sometimes fastened with hook and eye closures. In the 1960s, the now traditional longer model did not suit

3575-401: The voluntary step due to low trading volumes on those exchanges. 2005 also saw the debut of Sara Lee Soft & Smooth made with whole grain white bread. In October, Barnes succeeded C. Steven McMillan as chairman. The year ended with the sale of the direct selling business to Tupperware . In 2006, Sara Lee announced a new company wide campaign: "the joy of eating". The campaign was part of

3640-466: The wearer. He also coined the name "Wonder-Bra" in 1935. Israel Pilot's U.S. patent 2,245,413 , granted in 1941, allowed for greater shoulder strap elasticity by cutting the fabric so that the weave has the greatest stretch (cutting on the "bias"). The photographs show the original patent sketches and close-ups of a bra made in the U.S. by D'Amour. The model is wearing a rare 1950s version of this original Wonder-Bra design. In 1939, Moe Nadler founded

3705-456: The world. To support that focus, Sara Lee announced plans to dispose of approximately 40 percent of the company's revenues, including its apparel, European packaged meats, US retail coffee and direct selling businesses. On December 22, 2005, Sara Lee Corporation was to delist from Euronext Amsterdam and Euronext Paris stock exchanges, as well as the Swiss Exchange. The company said it was taking

3770-687: Was acquired by Tyson Foods . On June 1, 2018, Tyson announced that it would sell the Sara Lee, Van's, Chef Pierre and Bistro Collection brands to Kohlberg & Company . The sale was completed on August 1, forming Sara Lee Frozen Bakery, which will be based in Oakbrook Terrace, Illinois . Sara Lee Corporation announced in 2006 that it had completed the sale of its branded apparel business in Europe to an affiliate of Sun Capital Partners . Such brands included Dim, Playtex , Wonderbra , Lovable, Abanderado, Nur Die, Unno and Bellinda. Sara Lee Corporation announced on Sept 28, 2009, that it had received

3835-699: Was an American consumer-goods company based in Downers Grove, Illinois . On July 4, 2012, Sara Lee Corporation was split into two companies: one for North American operations renamed Hillshire Brands (the Sara Lee name continued to be used on bakery and certain deli products distributed by Hillshire Brands), the other for international beverage and bakery businesses named D.E Master Blenders 1753 . It had operations in more than 40 countries and sold its products in over 180 countries. Its international operations were headquartered in Utrecht , The Netherlands . As of 2020 ,

3900-599: Was featured in an exhibition at the Victoria and Albert Museum in London and it was voted in at number 10 in a "Poster of the Century" contest. The Playtex Division of Sara Lee was given the responsibility of introducing "The Wonderbra" style to the United States. Although the model was already being manufactured in Montreal by Canadelle, Playtex executives decided to take a year to redesign

3965-519: Was founded during the Civil War by Albert A. Sprague and Ezra J. Warner. By 1909, Sprague, Warner & Company was one of the leading wholesale grocery companies in the United States, famous for house brands such as Richelieu, Ferndell, and Batavia. In 1942, this company was acquired by the Canadian-born Cummings. The new Chicago-based company, at first called Sprague Warner–Kenny Corp., ranked as

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4030-425: Was founded in 1981 to formalize Sara Lee's dedication to community services. Girdle (undergarment) A girdle is a form-fitting foundation garment that encircles the lower torso, extending below the hips, and worn often to shape or for support. It may be worn for aesthetic or medical reasons. In sports or medical treatment, a girdle may be worn as a compression garment. This form of women's foundation replaced

4095-461: Was named president and chief executive officer, and the corporation announced it would move its headquarters from Cincinnati , Ohio, to Downers Grove, Illinois , which housed the company's North American operating businesses and the majority of Sara Lee's corporate staff. Also in February 2005, the company began executing a multi-year plan to transform Sara Lee into a company focused on its food, beverage, and household and body care businesses around

4160-487: Was positioned to young women as a more natural alternative to the heavily structured bras worn by their mothers. The animated ads featured the iconic die-shaped packaging. A bra exited the box like a bird, then metamorphosed into a seagull and flew away. The tagline reinforced a spirit of freedom and nature: "Let it be Dici. Dici or nothing." From 1972 to 1977, the company doubled its wholesale revenue from $ 12.6 million to $ 24.9 million. By 1979 Canadelle dominated with 30% of

4225-484: Was selling the Wonderbra lines under licenses that were to expire in January 1994. At the time, the plunge style was a good seller in the UK market. Gossard planned to renew their license and had an option to do so under the existing agreement. Instead of simply renewing the agreement, Gossard executives decided to negotiate better terms with Sara Lee. Soon after the negotiations started, something unexpected happened. In 1992,

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