Maidenform launches the Breakthrough Backless bra
Elaine Cato, 40, never intended for a bra-Designer.
Everyone wanted, seven months after the birth of her second daughter in 1998, was to read a New Year’s Eve Party. Last week, Maiden form of roll-out for other women, which invented to solve the problem, they ask the breakthrough Backless bra.
A month before the ringing in 1999, the size of four Nashville mother of two children, was on the sites mounting in a backless black and many of the game. The problem: your 34DD bust took some support after the health of baby No. 2, and she could not find a backless bra he worked.
“If I could not find any on the market, to support this place, I thought that I could perhaps one of my bras and change,” said Caton. “I started to experiment, to the restructuring of the institution.”
She was not an expert. “I took a sewing class in high school, and my mother taught me to sew things,” she says, “but I never went on the essentials.”
But they cut and sewn with a few old bra, and finally, a backless bra, which he himself had only five other configurations, including holster, and hence, and was a hit in the New Year’s Eve Party.
“When I brought to the gorge that night… Women responded to the question” What did you? “, Says Caton.” She knew that, for a woman became Heavy-body of young professionals, the glue types of bras on the market does not really give the lift and support you want. ”
Cato has seen the sales potential in her bra and discovered how to make a patent application on file because they can not afford the $ 4000 fee for a patent attorney.
She has been granted the patent, in the year 2000, but his big breakthrough came after hearing ABC reality show American inventor, who had a million-dollar top prize for the best invention.
She won the contest in a hearing of the issuance of the second season of last year. Your bra finished second in the competition, but noted Maiden form and surprises with an offer to license the final episode of the season.
Maiden twisted form the backless bra, but it remains true to Cato’s Design. It has adjustable straps, which at the edge of the cup in the front, a loop on the shoulder and back under his arm in his opinion for robust but flexible 2-inch wing, which is composed of cups.
It was offered for sale to retailers last week, for a suggested retail price of $ 32 and are at the heart of marketing Maiden form insists that this year, new products and find new customers. The campaign slogan: This Feels Right.
Innovation is our great history of the year, “says Sally Skidmore, Maiden form of vice president of marketing and advertising.” We bring something new on the market, that (women, consumers) had never seen. ”
The breakthrough Backless bra and other new products, including the construction unit and seamless bras, there are new messages.
Print ads in magazines like Cosmopolitan and Glamour.
Online advertising also banners, video and ringtones on MySpace.com. Billboards and posters are Out-of-home advertising space for women in the changing rooms of gyms to a giant screen in a big house in the former camp of the Long Island Expressway in New York.
The camp has two billboards on the roof, a huge poster in the middle of the walls and windows at each end were painted look, as if the old women throw their bras of the window. The idea: “Raus with old and new.”
“We are really trying something new for Maiden,” says Greg Smith, Chief Officer for creators La Via group in Portland, Maine, that the agency has the campaign. “As we are able, on the market, the mark is derived from what they have done with the product. “
Related Articles
The Philadelphia Inquirer Consumer Watch column.
Questions, as consumers, probably in 2003, the rate is a little like asking like weather. But there are questions, barometer measures atmospheric sometimes rough around the edges of free enterprise. This area is on the government where we have a role to play. We know that the market often requires adjustments to
List of books: America's three schemes
Morton's America's cave three schemes: a new political history. I have first been introduced to Morton's cave Undergraduate work as if I was one of his books (I can not find it on amazon.com), which was surprisingly supported the completion of the 19 century, businessmen. It was in conformity with
Dog saviour, in contradiction with the state on rules.
It was perhaps only a regular terminal off Interstate 195 in Saco on Saturday afternoon, but for a number of people and a pack of dogs, it was pure heaven.As regards as its new owners, seven dogs saved - in the hours are stored euthanized - léché face, feet and
Fighting effort fundraising warms
FIGHTING Fundraising effort heater "The greatest oak was only a little, that the mother has held its ground" is the slogan of the North East FIGHTING Maine consumers of common action as one of the oldest group consumer protection of their nature, the USA. Since this section is the consumer
Doctor says he'll serve Maine best
This story is a series profiling candidates for the District of Maine Congress of the United States 1-Headquarters. Meister said Dr Stephen lot of what you need to know why he went to the Congress, please see the coexistence of two titles in front of his name. It is not a
End of disturbance in the Sermon on television
While Senator Goldwater in the meat has been Pikesville, Maryland, last night, knocking off in the management of "soft Deal for communism," his image on television before the swelling of the organ of Mormon Tabernacle Salt Lake City chanting a song for the disintegration of public and private morality anspielend
Deer Isle man 88 challenges to medical licensing board of State
Charlie Smith, 88, said he can not live long enough to see changes in the State Board of Licensure of medicine, but nothing less than death is the end of his campaign for reform of the bureaucracy. During sympathetic to Smith's Not and grateful for his efforts for licensing board more
FEMA chief Brown maneuver
Michael Brown, head of the zinnengeschmückte the Federal Emergency Management Agency, approved payments of over $ 31 million in taxpayers' money for thousands of people from Florida, were independently of Hurricane Frances and three other hurricanes last year, in the interests of Mr. Bush to win a majority of the
Lawyer Richard Bates, 78, has never run, and looked back
Richard W. Bates was best known as the Gentleman - a lawyer of his career as a process that fans of his role in sport and being in the relations he had with friends and family . Bates died Tuesday. He was 78 Warden Richard "Dick" Bates, born in Petoskey, me, and
The U.S. economy is facing holprigen towards improving official said.
The U.S. economy is again based, but no return Bounce smooth transition from a recession, terrorist attacks and corporate scandals, the Secretary of State Treasury, said Monday at Portland. "It is a holprigen towards improving," said Paul O'Neill more than 250 people at a Breakfast meeting sponsored by the Greater Portland