Lascana launches a sub-brand focused on Gen-Z and Millennials. Lscn by Lascana, as the sub-label is called, is intended to reflect the modern lifestyle of the social media-savvy generation, the Hamburg-based clothing retailer announced on Tuesday.
The label starts with around 150 articles in the areas of swimwear and beachwear as well as lingerie and loungewear. Clothing is also part of the range of the sub-label of the brand belonging to the retail and service group Otto Group. The collection, which includes cut-out swimsuits, bustier tops and bodycon dresses, is inspired by the latest fashion trends, according to the statement.
However, the new brand not only wants to convince the younger target group visually, but also to convince them on social networks. “For the visibility of the brand, we rely on a target group-oriented approach,” says Sarah Rissen, Head of Multi-Channel Marketing at Lascana.
“For this we use, for example, social ads, influencer cooperations or social media events such as a Lscn hype house with influencers on Gran Canaria recently.” To celebrate the launch of the brand, Lscn also collaborated with the shoe label Buffalo. The result is a flashy white sneaker with colorful Lscn patches and Buffalo lettering.
“Lscn is a real heart project for Lascana,” says Marco Kebbe, Lascana’s management for international sales and business development. “Purchasing, the product area, design, sales, brand and online marketing and other teams worked hand in hand to develop a new brand from an idea that awakens the fashion needs of a new, younger target group. We are proud of the launch and believe in the potential success of Lscn.”
Lcsn by Lascana is now available in the Lascana webshop as well as from Zalando and About You. The collection is priced at between EUR 9.99 and EUR 69.99.