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Taking the Sexy Out of Bras
By: Cindy Wendland
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Good marketing is about filling a need. Megan Grassell did just that when she started Yellowberry, a bra company for young girls. Frustrated by the lack of age-appropriate bras for her younger sister, she started a company and movement to change the bra industry.

Kids seem to grow up faster these days. Hormones in our milk and meats are causing early puberty, which makes our children look older. The lack of age-appropriate television programming and more explicit music also tend to make children age faster. Not everyone is excited about this. Yellowberry “gives girls the idea that they don’t have to grow up so quickly.” Their bras are not sexy, but cute and functional, like products should be for young girls.

Funding for Yellowberry was done through Kickstarter and guidance is being provided by 18-year-old Megan’s mom. The website currently is sold out of bras with the next shipment due to arrive around May 15. The site spells out “we are new at this,” but the strong principles behind the company drive the customers. Production management may not be their forte, but customers are currently forgiving. Long term, Megan will need to better manage production or find some expert or “Shark Tank” guidance.

More and more entrepreneurial guidance resources are popping up, so if Yellowberry went looking for help, they might find it. Right now the market is excited about supporting a girl who wanted to make a difference and did something about it. Many people find inspiration in the strong principles and beliefs of children. It sometimes reminds us of our dreams brought to fruition and our desire to give back.
Yellowberry’s branding is well done. Let’s just hope their fulfillment will be too.

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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