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How a top underwear brand reimagined their innovation pipeline with Starlight
Results
Overview
A global leader in underwear and intimates—renowned for technical design and bold marketing—wanted to reimagine how they approached product development. Historically guided by gut and experience, the brand sought to bring more consumer insight into its innovation pipeline.
Challenge
In a saturated category where incremental updates are common, the brand needed fresh thinking grounded in real consumer demand. The goal: identify product innovations that would drive not just interest, but actual sales—and bring them to life with clear, persuasive messaging.
Without a structured innovation process, the team risked missing opportunities or over-investing in unproven ideas.
Solutions & Insights
Starlight began by analyzing thousands of consumer conversations around bras, surfacing 50 distinct pain points across fit, function, and style. We scored each for innovation potential and narrowed them to a top 10 list, which we tested through 1:1 interviews to gauge appeal and gather consumer language.
Refined concepts were then validated via survey, identifying three with the strongest commercial upside. Just as critically, we worked with product, marketing, and leadership to pressure-test feasibility and fit—ensuring the winning ideas aligned with brand values and operational realities.
In under four months, the brand launched a DTC pilot, generating mid-six-figure revenue in six weeks.
With a 50% faster development cycle and a 20% drop in validation costs, the process became a blueprint for insight-led innovation.
“Starlight made innovation faster, easier, and sharper. They helped us go from vague ideas to in-market products in record time with confidence in the quality of what we were launching.”
— VP of Innovation, Confidential Bra/Underwear Brand
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