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Now that Lucky is no longer a monthly magazine and is down to a quarterly publication, the pressure must be on for the magazine's e-commerce venture. WWD offers more information about the status of Lucky Shops, with input from Lucky’s digital editorial director Verena von Pfetten. She wouldn't share exact sales figures, but she did break down which categories sell best on the site. Handbags account for 26% of sales, beauty makes up 20% of sales, clothes make up 25% of sales, and shoes account for 20% of sales.
In terms of units sold on the site, beauty accounts for 50%, handbags for about 10%, clothing for 15%, and shoes for 12 to 15%. The average order is up 25% month over month, von Pfetten said, and May is set to grow 25% in overall sales.
Sold-out items include $460 The Row sunglasses and $95 striped tees from Edith A. Miller, and Lucky Shops is slated to add 100 new brands to the 150 brands it already stocks.
The list of former EIC Eva Chen's responsibilities with the magazine and the e-commerce site might give some context to her resignation in April to spend more time with her family: Chen juggled several jobs, including "working as a merchandiser, writing copy, fulfillment and other back-end jobs."