It takes a lot to be a star in the $12.4 billion dollar intimate apparel arena.

It’s not just about sex. And it’s not as simple as having an innovative and fashionable product supported by a multimillion-dollar ad campaign. It’s more about gaining the confidence of consumers through quality, value, function and — most importantly — a name consumers can trust and accept. In the best case scenario, two to three million units a year are sold of a best-selling bra style.

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