Maidenform Worldwide Inc.: Female Stereotypis campaign (1991)

Anita Louise Coryell

In 1990 Beatrice Coleman, daughter of Maidenform Worldwide Inc. founders Ida and William Rosenthal, died at the age of 73.

Maidenform Worldwide Inc.: Female Stereotypis campaign

Anita Louise Coryell

Overview

In 1990 Beatrice Coleman, daughter of Maidenform Worldwide Inc. founders Ida and William Rosenthal, died at the age of 73. According to an article in Crain's New York Business, "It was Beatrice Coleman who transformed [the company] from a mom-and-pop operation into a powerhouse." She was "a legend in the industry."

At Coleman's death Robert A. Brawer, her son-in-law, took over the family-run company as chief executive officer. It became his job to move a company forward whose sales had stagnated at around $200 million. Some critics believed...

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