General Use Brassieres: usually consists of two cups for the breasts, a centre panel (gore), a band running around the torso under the bust, and a shoulder strap for each side. Boy Shorts: a type of panties with sides that extend lower down the hips, similar to mens briefs. Knickers: these usually have an elastic waistband, a crotch to cover the genital area which is usually lined with absorbent material such as cotton, and a pair of leg openings which are often also elasticized. They either have very short or no leg sections.Bikini Underwear: usually worn with the waistband lower than the wearers waist, and often at the hips, with the leg bands ending at the groin. Thong: has a narrow strip of material along the centre of the garments rear which sits between the wearers buttocks and connects the front or pouch to the waistband behind the wearer. Thongs are sometimes worn to reduce "panty lines" when wearing tightly fitting trousers. G String: a type of thong consisting of a narrow piece of material that covers or holds the genitals, passes between the buttocks, and is attached to a band around the hips.
History Underwear advertising first made an appearance in the 1910’s. The first underwear print advertisement in the US appeared in the “Saturday Evening Post” in 1911 and featured oil paintings by JC Leyendecker. Early underwear advertisements emphasised durability and comfort, and fashion was not regarded as a selling point. In the 1950’s, underwear came to be promoted as a fashion item in its own right, and came to be made in prints and colours which then changed the face of fashion and fashion advertising. Women’s undergarments began to emphasize the breasts instead of the waist, from that the decade saw the introduction of the bullet bra pointed bust, inspired by Christian Dior’s “New Look”, which featured pointed cups. This is a sketch of the Fredericks of This is a screen shot of Julia Roberts in the Hollywood “The Rising Star” bra just film “Erin Brockovich” where she is sporting before it went into production in 1948. the Fredericks of Hollywood bra.
History Women’s panties became more colourful and decorative until the time of the 1960’s were there were two forms of panties which was called “the hip hugger” and the “bikini” which is produced in sheer nylon fabric for most of its production. Underwear as fashion reached its peak in the 1970’s and 1980’s, and underwear advertisers forgot about comfort and durability, at least in advertising. Sex appeal became the main selling point of women’s underwear and also in swimwear. 1970’s 1980’s
History There has been a more popular use of celebrity endorsement from manufacturers with stars such as Kylie Minogue and Elle MacPherson launching their own ranges among other manufacturers, these celebrities also advertised their own range which increased the effect of celebrity endorsement which again in effect increased sales for their ranges. Lingerie accounts for about 17% of the total women’s wear retail market, which is worth £13.4 billion, this market has been growing in the UK in recent years which is not unusual as the marketing strategies of businesses has improved which in turn helps the sales to improve. Cyndi Lauper in the 1980’s sporting the style of underwear over clothes as a fashion statement. Madonna in the 1980’s also sporting the style of underwear over clothes as a fashion statement.
Victoria’s Secret Victoria’s Secret is a modern business that specialises in selling lingerie and beauty products, this business is owned and managed by the Limited Brands Company. Victoria’s Secret has a profit of more than $4 billion in sales each annum. It is the fastest growing business that is owned by Limited Brands and contributes 42% of corporate profits. These images are of two Victoria’s Secret models representing their theme of fun, romance, fantasy, desire and love and through the colours and fonts of these poster advertisements, this is immanent.
La Senza La Senza Corporation is originally a Canadian based fashion retailer which sells lingerie and intimate apparel. The La Senza brand is also owned by Limited Brands as is Victoria’s Secret which is a competitor to this business despite being owned through Limited Brands. This brand targets towards the ages of 18- 35 years, this business provides underwear, loungewear and sleepwear to all of the ages.
Bravissimo Bravissimo Ltd. Retails lingerie, swimwear and clothing for D-KK cup women. Bloomberg Business Week (2011) it offers lingerie, sensational sets and everyday essentials, t-shirt bras, sports bras, strapless bras, bodies and basques, soft cup bras, and nursing bras; swimwear, bikinis, swimsuits, tankinis, and sports swimwear. The business itself offers its products in different forms such as mail orders, websites and stores. Bravissimo Ltd was founded in 1995 and is based in Leamington Spa, United Kingdom.