Word: bras
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...many lands have newly emancipated themselves into Western dress. Maidenform is opening accounts even in the bare-breasted tropical islands, e.g., in Papua and Fernando Po. Next spring Mrs. Rosenthal plans to personally invade Russia, where she was born. "I'd like the Russian women to wear Maidenform bras," she says. "They'll look better, they'll feel better, and maybe we'll get along better...
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...
...Rosenthal also believes in engineering. She keeps twelve designers busy engineering her bras at her Bayonne, N.J. factory...
...where a chauffeur calls at 9 each morning to take her to Maidenform's headquarters in Manhattan's garter belt. She personally adds up the new orders each morning to "see if the salesmen are working or playing golf," travels around the U.S. to see how her bras are faring in stores. "Quality we give them," she says. "Delivery we give them. I add personality...
Next January Maidenform will put on sale a new line of women's swimsuits equipped with Maidenform bras. Mrs. Rosenthal also thinks that there is a market for sleeping brassieres, hopes to produce a looser Maidenform for the bedroom. The company is also studying synthetic fibers that may eventually replace rubber elastic. From the girl of twelve to the woman of 80, Ida Rosenthal (one of her own best customers) believes that nature can still stand a lot of improving...