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Lucky Claims Its Edit-Based E-Commerce Will Be Awesome

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Photo: Lucky Magazine

While Beachmint is busy consolidating in preperation for the big, new Lucky Group launch next spring, its editorial arm is still fielding questions about how this new venture will succeed where others have tried and failed. The Lucky Group's new president, Gillian Gorman Round, tried to dispel worries in a recent Adweek feature.

As Round puts it, the new Lucky will still look a lot like the old Lucky, except with e-commerce integration. "The magazine doesn't really change," Round assured Adweek. "The only thing that changes is that if you're seeing something like one of our franchises, like Editor's Picks or Lines We Love, you're going to be able to discover more about that product, that style, that editor, online. But we still want to and we still need to completely satisfy our print consumer who loves those witty essays about wearing all black or whatever it is."

So what makes this different and, presumably, better than the e-commerce meshed with editorial companies that are already out there? Round claims that they're coming at e-commerce from the reader (not product) perspective, which is going to be the big selling point. "I'm a big fan of Net-a-Porter, and I have enormous respect for what they've done," Round said. "They start with product, though. All of their content is engineered around their product. When I go to Net-a-Porter to look for a pair of skinny jeans, I'm not taking their editorial content and then shopping from that. They would like me to, but I don't. What will be different about us is that some people will come to Lucky and simply consume content."

· Lucky Is Carving Out an E-Commerce Identity by Putting Readers, Not Products, First [Adweek]
· Beachmint Consolidating Properties Ahead of Lucky Launch [Racked]
· See Eva Chen Defend Lucky Magazine on Bloomberg TV [Racked]