LITERATURE REVIEW

HISTORY OF LINGERIE

In one form or another, women have worn garments to support, suppress or

accentuate their breasts as far back as 3000BC. Therefore, the modern day bra
has developed from Cretan women who wore a hip corset beneath their
ceremonial dress, worn over the clothes in the middle ages.

By the 1500’s the corset elongated the body, flattened and raised the bust
while hiding the stomach and hips. The corset, commonly known as a ‘stay’,
was made of linen with boning and stiffened with paste. () Women were then
‘straight-laced’ into them, The flamboyant dresses of the 18th century gave
way to the simple empire line frock after the French Revolution of 1789. The
look did not require heavy corsetry as it kept a more natural shape.
By the beginning of the 20th century a bust bodices could be worn as an
alternative to the corset and this supported the entire bosom as a whole. It
was in 1914 when American Mary Phelps-Jacobs, patented her design in the
name of Caresse-Crosby. It consisted of two silk handkerchiefs tied together
with ribbon to make straps and a seam in the centre front, due to lack of
interest, a few years later she sold her idea to Warner’s for $1500-. In 1935
Warner’s introduced the first cup sizing with only A, B &C. Britain continued to
use the junior and medium sizing until the 50’s.

There is a positive relationship, where those with a higher

buying frequency and a higher share of category requirements
are more likely to give brand associations.
The share of category requirements is a greater driver of brand
association responses than buying frequency
Consumer behaviour which was earlier termed as „overt
behaviour‟ is a continuous consumption process related to
pre-purchase, purchase and post purchase issues. This refers
to the physical action of consumers that can be directly
observed and measured by others.
In a study conducted previously it seemed that 20-24 and 25-
34 age groups are target to the marketers as women are less
anxious about quality,they prefer style in their clothing. In
order to discuss about female or male shopping behavior some
main aspects need to be clarified: The term sex is a genetic
aspect referring to whether a person is physiologically a man
or a woman. It refers to psychological, sociological and
cultural behavior propensities of men and women.