Asia Sexiest Girls 038
The 1930s
The word 'brassiere' became shortened to 'bra' in the 1930s, initially by young college women. The bra was becoming more sophisticated, and home-sewn versions vanished in the 30s. In 1935, Warners developed what they called the 'Alphabet Bra', a bra made in a series of sizes corresponding to the letters of the alphabet (A, B,C, D...) and so women started taking an interest in the size of their and other women's breasts. In the UK, this standard was not adopted until the 1950s.
As with other women's products, market uptake was largely the result of successful advertising and marketing. Saleswomen who assisted clients in finding the right garment played an important part in this, as did the changing role of women in society. Much of this marketing was aimed at the young.
Bras rapidly became a major industry over the 1930s, with improvements in fiber technology, fabrics, colours, patterns, and options, and did much better than the retail industry in general. Innovations included Warners' use of elastic, the adjustable strap, the sized cup, and padded bras for smaller-breasted women. In the US production moved outside of New York and Chicago, and advertising started to exploit Hollywood glamour and become more specialised. Department stores developed fitting areas, and customers, stores and manufacturers all benefited. Manufacturers even arranged fitting training courses for saleswomen. International sales started to form an increasing part of the U.S. bra manufacturer's market. Prices started to make bras available to a wider market, and home-made competition dwindled. Other major manufacturers of the 30s included Triumph, Maidenform, Gossard, (Courtaulds), Spirella, (Spencer), Twilfit, and Symingtons.
The desired silhouette of the 1930s was a pointy bust, which further increased demand for a forming garment.
Source from : http://en.wikipedia.org/wiki
No comments:
Post a Comment