How MJM, a small Scottish bra company, took on the dominant multinational manufacturers under the leadership of Michelle Mone.

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It may be small piece of fabric to some, but the progress of femininity has no better gauge than the evolution of bra design throughout the last 90 years. An insightful look at the glamorous and energetic 21st century bra industry, this film also traces the lineage of the bra and its design from an early incarnation around 1908. A far cry from the weight of Victorian iron and whale boned corsets - the first flimsy bras gradually evolved through the decades, and somehow managed to reflect the changing social and feminine attitudes of the day. Today, bra design is a multi-billion dollar industry, and entry into the market has significant risk attached. Most companies now hire the services of a Supermodel to help get their message across to the consumer. We discover how niche players can compete with the global giants of Gossard and Playtex. Also, with Rigby & Peller (suppliers to Her Majesty The Queen) we discover just how to achieve that elusive "perfect fit". Written by www.broadcastnow.co.uk

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27 February 2000 (UK)  »

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