I have 2 daughters 10 and 14 so I've been through this with my oldest and will be going soon with the 10 yr old. First time bra shopping was hell since my daughter hated the feeling of the bra plus she felt embarrassed etc. I went to my local department store and they had beginner bras. It then progressed to an underwire not padded one and now she wears a slightly padded one at the age of 14. I like the underwire because it stays in place and she has an exercise one for that purpose. The exercise ones do flatten and when she starts to accept she has a chest, she may want one that gives more shape. When my 14 yr had her 1st bras, they weren't underwire and kept rising up on her. I agree you don't want to get a full padded bra at this age and have her try on several styles...ask her to choose which one is comfortable for her.