The term "suck it up" is taking on a whole new meaning for men who rather than dedicating themselves to working off extra pounds around the middle are now turning to "bodyshaping" underwear, aka man girdles or mirdles, to look better. Do widely publicized obesity numbers suggest that there may be a mass-market opportunity for "bodyshaping" underwear? How can retailers aggressively market a product that consumers may want but don't want to draw attention to the fact that they want it?

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