The League of Iowa
Human & Civil Rights Agencies

BRAVADO DESIGNS specializes in breast-feeding bras, which feature cups that unfasten singly and stretchable fabrics that accommodate size fluctuations during pregnancy and nursing. But when it comes to marketing, the bra company emphasizes another type of support: emotional. An information section on the Bravado Web site features dozens of suggestions from Heather Kelly, described as a certified lactation consultant, from hand positioning while nursing (“Imagine you’re holding a sandwich for your baby to bite”) to how long it should take (from 20 to 50 minutes, including “burping, diaper changes, waking a sleepy baby, etc.”). The company, which started in 1992, has advertised in the past, but now its primary marketing strategy is to be an online destination for new mothers.

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