New Lucky Magazine Editor-In-Chief Talks E-Commerce Future of the Publication

In Customer Engagement, Customer Experience, Featured on App, Marketing and Sales by Julia Eisler

New Lucky Magazine Editor-In-Chief Talks E-Commerce Future of the Publication

In December 2000 Lucky Magazine was launched by Condé Nast Publications as a fashion magazine that that aimed to show consumers "what to wear and how to wear it." Acknowledged as one of Condé Nast's most successful launches to date, Lucky Magazine has continued to grow exponentially since it's insertion into the industry.

Recently the magazine named a new Editor-In-Chief, Eva Chen. Chen is the youngest Editor-In-Chief of any Condé Nast Publication, and also the first Asian American to attain the position. Many have taken note of Chen's digital savvy, and between that and hinting from General Manager, Gillian Gorman Round, Lucky readers are buzzing with the possibility of a new e-commerce store. Round has stated she feels the addition of e-commerce to their magazine will serve as a "powerful addition" augmenting their revenue and nicely complimenting profits attained through ad sales.

The e-commerce store would serve as a place where editor's choices of accessories and clothing will be displayed and available for purchase. In August 2012 Lucky made their first foray into the e-commerce sphere with a service called MyLucky, but the selection of products made available to consumers was and still is extremely limited.

The e-commerce idea has been investigated before by fashion magazines, but often encounters little or no success.

According to Chen in an interview with Business of Fashion, "This question is hard to comment on at the moment, to be honest, because my first challenge was refreshing the print model and design and now we're working on the new look of the website. E-commerce is certainly on my mind, but establishing the tone and cadence of print and the new site is foremost."

Do you think Lucky Magazine will achieve e-commerce success?

<Image: Flickr – What I Wore>

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