It was against this backdrop that the Canadian Lady "Corset" Company had to act. In 1964, Moe Nadler died and his son, Larry Nadler inherited control of the company. Larry Nadler was a Harvard-trained MBA and brought modern marketing strategies to the industry. He commissioned market research that identified women's feelings about intimate apparel. Women did not hate their bras. Rather, they saw bras as a means to feel and look beautiful, to be fashionable and sexy, and to attract men. While women sometimes went braless, they were making a fashion choice and not a political statement. Canadian Lady's management knew that girdles were out, but bras would remain an essential part of women's wardrobes. So during the 1960s, while competitors were cutting back on their bra marketing and diversifying into other products, Canadian Lady aggressively pursued bra market share.