The history of men's underwear: How the simple things react to science and society

This paper from Dave McCaughan, of McCann in Japan, uses the history of men's underwear to make a wider point about market research generally.

The history of men's underwear: How the simple things react to science and society

Dave McCaughanMcCann WorldGroup, Japan

Why this fetish?

"Women wear lingerie – men simply put on underwear" – Eugenie Lemoine-Luccioni

I have always suspected that...

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