Blog: Leonie BarrieWhat next...tag-free bras?

Leonie Barrie | 19 July 2004

We've had tag-free T-shirts; are bras about to follow? A slick 'viral' ad campaign is creating a bit of a buzz about its real intentions. Is it a genuine consumer-driven campaign to rid bras of itchy, scratchy labels - or is it, as some believe, a well-planned marketing exercise to pre-empt the launch of a new tagless bra?

A video links to a website called 'Smart Women Against Tags' (SWAT) where some of the comments have a distinctly commercial edge: "What are the important features to have on your bra? Underwire? Seamless? Padding? How is the average woman supposed to know which type of bra suits her figure best?"

Sounds a bit too much like a customer questionnaire to me. The site's also collecting signatures (and no doubt building a great database of potential customers in the process). Oh, and the domain name is reportedly registered to Sara Lee. Expect tag-free bras to hit the stores soon.


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