Playtex aims Wonderbra at teenagers

Bra manufacturer Playtex is looking at developing its Wonderbra brand for teenagers.

Since Sara Lee switched the Wonderbra licence from Gossard to Playtex in 1991, Playtex has revol- utionised the 30-year-old bra as a sexy and trendy item.

Playtex has always said the relaunched Wonderbra is designed to appeal to all ages, but it claims its official target is 18 to 35-year-olds.

Brand development agency Interbrand has been retained by Playtex and is looking at extending the Wonderbra brand into the teenage market. Senior brand manager at Playtex, Helen Stone, refuses to comment on the story, but says the company is looking at teenagers.

Stone says: “Many of the recent developments we have already made to the Wonderbra, such as the use of velvet and different colours are obviously targeting a young fashion market.”

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