34069_CSB_050-051_Gossard 1/6/2007 17:22 Page 50 Gossard has been at the forefront of lingerie design and innovation since 1901, pioneering new styles and technology that have revolutionised underwear consistently through the decades. The brand has earned an exemplary reputation for quality, comfort and fit and now sells in over 30 countries worldwide. Focusing on fashion-led collections to suit the demands of today’s women, Gossard remains one of the most widely recognised and well-loved lingerie brands in the UK. Market according to figleaves.com customers. including the world-famous Wonderbra. The lingerie market consists of many brands More than 10,000 consumers voted and As women turned to burning their bras as and is highly competitive. Total lingerie sales in the Superboost satin range was considered a sign of liberation and freedom in the the UK are valued at £1.28 billion, an increase the bra that creates the most attractive 1970s, Gossard responded by developing of just under seven per cent in the last four cleavage – comfortably. its Glossies range of sheer, shimmering years. Volume sales have grown by eight per underwear, providing a very natural look cent during the same period, indicating a Product under tight fitting clothes. slight decline in retail prices. Bra sales Gossard’s products have evolved in line with Around the same time it was noted that represent more than half of the market value both fashion and social acceptance. The women’s figures were starting to change. (Source: TNS FashionTrak September 2006). 1960s saw the brand pioneer the pantie They were becoming taller and fuller in the girdle and bra slip in the UK – both thought bust and, as a result, the demand for larger Achievements to be very daring at the time. Later in the cup sizes was increasing – a trend that Gossard Superboost has recently been same decade, the company diversified and continues today. Still wanting the fashionable awarded the UK’s ‘Best Cleavage Bra’ focused on producing fashionable bras styles that their smaller busted friends 1901 1950s 1960s 1970s 1994 Henry Williamson Gossard introduces its innovative fibre, Nylon The company Responding to bra- Gossard launches Gossard establishes the first lightweight girdles from DuPont. diversifies, focusing on burning women’s libbers, the Ultrabra – the H.W. Gossard Company and takes another producing fashionable Gossard develops the first time a cleavage in Chicago and sets innovative step by Also in the 1950s, bras, including the sheer glossies range. bra is available in about producing introducing Silkskin – a Gossard becomes now world famous Noting women’s busts larger cup sizes. corsets and ‘top quality lightweight, pre-shrunk part of the Courtaulds Wonderbra. becoming fuller, Gossard merchandise’. girdle featuring an Textiles Group. ups its ranges to DD cups. 050 34069_CSB_050-051_Gossard 1/6/2007 17:23 Page 51 were wearing, Gossard developed ranges Still delivering the ultimate cleavage, goodbye to your feet’, ‘Superboost: Boob up to a DD. Superboost Satin has been redesigned for job for £19’, and the ‘Girl in the grass’ Co-ordination was the by-word of the the first time since 1999. The brand’s best- campaign, which featured Sophie Anderton, 1980s and with it Gossard introduced its selling cleavage bra now features a luxurious shot by Herb Ritz, with the strapline ‘Who popular Ritz collection of co-ordinates from satin fabric, satin cup linings, a modern and said a woman couldn’t get pleasure from A-E cup and a basque style. sexy shape, gold fixtures and fittings and no something soft?’ In the 1990s Gossard’s licence to produce longer has the tell-tale gate style back often Wonderbra expired, and the brand launched associated with cleavage bras. What’s more, Brand Values the Ultrabra – the first cleavage bra available it’s now available up to a G cup. Gossard is a confident brand for self-assured for larger cup sizes. Superboost followed a women – with fashion inspired, pioneering few years later with the claim ‘Biggest Promotion products that meet their needs and desires. cleavage ever… or your money back!’ Over the past few decades Gossard has The collections represent contemporary In 2002 the trend for low-rise trousers and launched the careers of models such as feminine style without compromise – best hipsters emerged and women became more Kate Groombridge, Emma Griffiths and demonstrated by the award winning, best and more concerned about visible panty lines. Sophie Anderton by signing them as the selling Superboost range. In response, Gossard launched G-Strings – ‘face’ of the brand. They have all gone on a collection of decorative G-strings that could to have successful careers in modelling www.gossard.co.uk be worn everyday or on special occasions. and television. In 2005, Gossard signed Heavily embellished, they featured diamante Maria Gregerson to front the new shapes on the back and captured the trend SuperSmooth press and poster campaign Things you didn’t know about of lingerie that was worn to be seen. The created by TBWA, ‘SuperSmooth: The only Gossard innovative launch received fantastic feedback thing you’ll feel is fantastic’. The ad was and within two months of launch the diamante shot by Mary McCartney Donald, breast The average bra uses up to 100 metres T bar sold out across the whole of the UK. cancer awareness campaigner, and daughter of thread, has up to 50 components Further innovation followed in 2005 with of Sir Paul McCartney. The campaign bucked (including hooks and eyes, wings, cradle, Gossard SuperSmooth which, as a result of the trend for traditional lingerie adverts that centre gore and wire casing) and can extensive research, was designed to provide focus on the way the product looks, by take up to 28 sewing operations. invisible support and a comfortable ‘second concentrating on how the bra makes the skin’ sensation. wearer feel. During World War II the Gossard 2007 sees the launch of the redesigned Other ground breaking campaigns over the factory was turned over to assist with and much loved Gossard Superboost range. past few decades include ‘Wonderbra: Say Britain’s war effort. The workforce produced everything from brassieres for the Wrens, to sails, single-seat fighter dinghies and almost 700,000 parachutes. Seventy per cent of women wear the wrong size bra. It’s important to be professionally measured regularly to ensure the correct support and perfect shape – breast size can fluctuate for many reasons including hormones 2002 2005 2006 2007 and diet. Gossard launches Gossard SuperSmooth DB Apparel is created The Gossard brand is a collection of proves to be the new in February from the acquired by Courtaulds A recent poll highlighted that 65 per cent decorative G-strings ‘must-have’ – revolutionary acquisition of Sara (UK) Ltd, this is swiftly of women own a cleavage enhancing that sell out as soon no stitching and no seam Lee Branded Apparel followed by the bra, and one in seven women admit to as they hit the technology provides Europe by Sun Capital relaunch of Superboost shops. invisible support and a Partners. Satin, the brand’s best- having stuffed their bra before to give comfortable ‘second skin’. selling cleavage bra. them confidence. 051.