Consumer market research identified that young girls, on reaching puberty (9-13 yrs) are often apprehensive about wearing a bra for the first time.

M&S wanted to launch a new range of “First Lingerie” appealing directly to these girls, whilst offering reassurance, expert fitting advice and the appropriateness of the design / fashion styles.

Four different consumer attitude profiles were identified:

• Girly Girl’s • Betweenie’s • Sporty’s  • Tomboy's

The range identity needed to be relevant, attractive to all four personality profiles, yet differentiate the range from other children’s underwear, whilst presenting a reassuring image to the girls parents.