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The loss of Wonderbra, a string of different owners in quick succession and a changed market has stripped Gossard of any personality, but plans are afoot for a major comeback. By Caroline Parry
Gossard, the brand made famous by the cleavage-hoisting Wonderbra, was the archetypal Nineties brand for women. It had attitude, it was aggressive, it was upfront and it did not care what people thought about that.
But 14 years after Gossard lost the licence to make Wonderbras, most consumers are unaware that the two have parted company. Or that Gossard didn't run the iconic Eva Herzigova-fronted "Hello Boys" campaign for Wonderbra.
And as the new century dawned, women began taking a softer approach to fashion, and Gossard fell out of favour.
Gossard commercial director Miranda Frost points out that the ownership situation has been further confused by the fact that Gossard was acquired by Sara Lee in 2000, also a previous owner of Wonderbra. However, she adds that "no effort" was made to redefine Gossard as a brand after Wonderbra's loss.
Gossard's chequered ownership history took another turn last year when it was sold by private equity company Sun Capital Partners, which had acquired it when Sara Lee sold its branded apparel division in 2005, back to Courtaulds UK.
As a result, say industry sources, the brand has lacked the necessary investment and support it needed to differentiate itself from rivals in the pound 693m bra market (TNS Fashion Trak). One source says: "Gossard failed to connect first with a wider market and then Wonderbra buyers."
Futurebrand business strategy director Adrian...