DB Apparel

DB Apparel

Solving constraints in lingerie


Maintaining ongoing innovation in a mature sector can be challenging. Playtex has a deserved reputation for providing comfortable everyday lingerie, but it needed to develop new innovations to drive growth. It asked Innovia to help identify opportunities.


We explored brand values and consumer benefits such as comfort and reassurance in order to generate a broad range of novel designs. We identified that conventional underwired bras trade off support and fit and were asked to develop a solution to this trade-off. We considered analogies in footwear and medical consumables and designed a portfolio of solution options. We worked alongside Playtex’s R&D team to refine the design and prove manufacturing feasibility.


In workshops, we jointly identified short-, medium- and long-term options and developed a three-year innovation pipeline. In April 2008, Playtex launched ‘In Harmony,’ which was protected by a patent application.