Lascana creates an expansive and feminine range that’s accessible to all
(corsetry, lingerie, nightwear, hosiery, casualwear, swimwear and beachwear)
Established in 2006, the brand is the brainchild of the German mail-order giant, Otto. Lascana was designed by buyers (mainly women) who oversee the entire process, taking responsibility for the style choices, the suppliers producing the collections, for promoting product highlights and selling them. Satisfying women’s needs and desires is clearly part and parcel of the brand’s identity. Like any mail-order specialist, Lascana uses its catalogue to pre-test collections to ensure that garments appeal to customers. The brand’s baseline, “It’s a woman’s world”, translates its positioning: offering an extensive wardrobe of intimates, accessible to all women, all the time, irrespective of their preferred distribution network since the brand has a multi-channel concept. This accessibility can also be seen in the brand’s mid-range price positioning, and its particular attention to quality and fit. In style terms, Lascana channels the latest fashion trends to offer articles that are synonymous with femininity and seduction, in the season’s must-have colour palette.