Word: 34b
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Dates: during 1960-1969
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...which, once molded, holds its shape forever. To make the bra, the lace cloth is laid over a metal replica of a well-shaped bosom. Another form, hollowed out like an Iron Maiden, clamps down and presses the cloth against the model bosom. (Most bras are cut to size 34B, the great average U.S. measurement.) When the process is complete, the curve is permanently molded into the material. There is not a seam to be seen, or to cut, bind or pucker. "The first big fashion bolt of the season," cried the Herald Tribune's Eugenia Sheppard...
SELLING nearly 10% of all U.S. bras, Maidenform last year took in $34 million, expects a 5% increase in sales this year. Most of it came from the world's best brassiere customer, the U.S. woman. Maidenform's average customer is 24-25 years old, wears size 34B, and frequently (one customer in eight) wants padding in her bra. She is also hard to please. "A woman," says Mrs. Rosenthal, "is a very funny creature. You have to sell her the right size and right type, but what she wants to hear about is fashion. Not only...