German underwear and swimwear label LASCANA is celebrating its tenth anniversary from November 13 to 26, 2012, across all of its sales channels.
Parent company OTTO is marking the event by thanking customers through a series of different activities.
An image and advertising campaign throughout Germany has been launched with the aim to inspire regular customers, increase the brand’s notoriety and to attract new business.
LASCANA is seeking to get the word out via print ads, City Light Flights, a display campaign, local radio spots and ‘Sparkling Wine Promotions’. The campaign is presented by top Swedish model Victoria Silvstedt.
The LASCANA label was started ten years ago in response to the results of a customer survey, carried out by OTTO.
Brand founder and managing director Jens Fehnders said: “A representative customer survey was the foundation of LASCANA. It stated that in the underwear and swimwear segment criteria such as fit, quality and, more importantly, great wearing comfort were obviously more relevant than prices. This resulted in the idea to develop an own underwear brand that would meet these requirements, be fashionable and have a great international name. It was to offer quality and a price range clearly above the level of known mail-order own-brands and slightly below the level of then established lingerie labels.
"With those of our manufacturers offering the best quality worldwide at the time, we developed our first LASCANA underwear line, consisting of premium quality materials and the best ‘ingredients’ available.“
For the first catalogue test run, LASCANA hired then-unknown Swedish model Victoria Silvstedt.
The presentation of both the model and the product range in the catalogue proved a success and, in a test with 300,000 OTTO customers, testers clearly opted for LASCANA, pointing out the future direction the label was to take.
Fehnders added: “Our supplier actually asked whether the quantities ordered were really correct, just to make sure.
“The concept had worked out. We had created an own brand considered by the customers to be a new exclusive label and not an OTTO in-house brand.”
Within but a few seasons, LASCANA successfully expanded its product range to include day and night wear, basic bras, ladies’ hosiery, stockings, beach wear and swimwear.
Ten years later, Silvstedt is once again modelling for the LASCANA. Today, however, the label with its slogan ‘It’s a woman’s world’ has become the umbrella brand of a multi-channel and multi-brand concept used worldwide.
Licensed brands such as Marie Claire, s.Oliver, Venice Beach, Buffalo, Bruno Banani and Jette Joop now complement the own brand product range.
The LASCANA brand is sold through nine stores, an outlet store and an online shop at www.lascana.de. In addition, 240 shop-in-shops at well-known fashion retailers such as Dodenhof, SinnLeffers and Wöhrl are selling LASCANA products.
In 2013, LASCANA will enter China and launch its Russian multi-brand concept in Moscow with its own local business unit.
Fehnders said: “This will certainly not be the end… With LASCANA we have achieved a lot to be sure, but there are still many ideas and plans to be realized. Signs clearly point towards expansion, because LASCANA still has enormous potential!”
View a behind the scenes video of the new ten year anniversary campaign, featuring Victoria Silvstedt, below: