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Wanderlust might strike customers visiting Lucky Brand Dungarees stores.

This story first appeared in the August 14, 2003 issue of WWD.  Subscribe Today.

Starting Aug. 24, Lucky will give away company-branded “Let’s Go: USA” travel books to customers who buy $125 or more in merchandise in its stores. Never mind that Let’s Go guides target frugal travelers, devoting minimal space to shopping suggestions. Lucky hopes to reach people of varying budgets who shop for back-to-school clothes or weekend getaway outfits.

“Our goal is to be the American brand and we are looking for ways to support the neighborhoods of America,” said Amy Hennisch, Lucky’s senior vice president of retail, noting musical promotions are in the works.

What Lucky gets out of the deal are 9,500 books with a red, white and black cover emblazoned with company advertising, including its Web site address, logo and Americana glimpses of fishing, camping and a wholesome family scene in line with its own branding strategy. The inside cover lists the addresses of its 75 stores.

What the books don’t offer is Lucky’s input on travel. A 43-year-old institution, Let’s Go is a wholly owned subsidiary of Harvard Student Agencies, so it leaves the writing and reviews to the students. Not wanting to compete against Amazon, Lucky said it will not give shoppers the opportunity to buy the books — which list at $24.99 — if they fail to meet the minimum purchase.