NEW YORK -- Although lots of people initially scoffed at the idea of a shopping magazine, Lucky has proved them wrong.
Launched during one of the most difficult years in publishing history, Lucky made its debut with 720 ad pages in 2001, 20 percent above plan. As its competitors in the women's category reported double-digit declines through the first quarter of 2002, Lucky, still obviously in launch mode, is up 32 percent, according to Media Industry Newsletter. However, that's based on three issues in 2002 versus two in 2001. For April, ad pages are up 90 percent, according to Sandy Golinkin, vice president and publisher.
With its fast-paced, catalog-style, information-packed approach, Lucky appears to be in the right place at the right time. In fact, Adweek named Lucky the launch of the year in today's issue.
"If there's one lesson I've learned, you ignore the reader at your own peril," said Kim France, editor in chief of Lucky. "They expect us to be a resource on everything."
The magazine premiered with a 600,000 rate base in December/January 2001 and raised it this past January to 700,000. It will be increased again in July to 750,000.
After Sept. 11, France worried that the reader may have lost interest in shopping. "I felt queasy waking up Sept. 12 -- Certainly, being the editor of a shopping magazine." But, she realized, "life will continue and people will keep being interested in things they're interested in."
And shopping appears to be right up there. With a median age of 31, Lucky's core readers are primarily single and childless and are beginning to want a lifestyle, said France. "She'd like a real sofa, not a futon sofa."
Although the magazine is based on a concept popularized by Japanese magazines, France finds that along with the shoots, the reader wants more context.
"There's a lot of text and it helps the reader get more for her money," she said. For example, Lucky's first handbag guide last year had no text. "Now there's a lot more explanation." France said that she tries to make the credits as specific as she can. "We've gone into territory with credits where no magazine goes. The whole mission of the magazine is to make things more available," she said.Moving product appears to be the magazine's mission.
According to Golinkin, the magazine has a diverse ad base. Its biggest category is beauty (32 percent). Fashion accounts for 22 percent of the advertising base.
Lucky, which sells a four-color ad for $43,680, has clearly benefited from parent Conde Nast's corporate buy. In fact, Golinkin pointed out that 90 percent of its advertisers are corporate clients.
While ad executives acknowledged that Lucky wouldn't be the right environment for their luxury clients, they believe the magazine helps move more affordable products.
Charles DeCaro, partner in Laspata/DeCaro, the New York ad agency described it as: "a fashion primer where merchandise is readily available."
Sam Shahid, partner in Shahid & Co., another ad agency here: "Our client, Naturalizer, is in there and they called us and said, 'We have a pair of shoes in there and we got 50 calls."'
“What he has done at Vuitton is really exceptional,” said @gameofthrones’ actress Gwendoline Christie on @mrkimjones’ final show for @louisvuitton. “He has rebooted luxury in terms of making it commercial, viable and contemporary. And most importantly artistic. He has never compromised his artistic vision for the sake of commodity.” (📷: @zefashioninsider)
After seeing a demand for men’s wear from its customers, British contemporary women’s wear label @ariesarise has added a men’s wear component and will launch a unisex collection with @mrporterlive. The 20-piece collection includes jackets, denim, logo T-shirts and more with deconstructed ‘90s vibes. Set to launch on January 18, you can shop the pieces on Aries’ website and on mrporter.com. #wwdfashion
“And so spending so much time with a character who thinks like that, inevitability you try and analyze yourself and go back and think about your own demons and dark chapters that you had in your life,” says @thedanielbruhl of his role in TNT’s “The Alienist.” The show, set in the Gilded Age of New York, also stars Dakota Fanning and Luke Evans. Head to WWD.com to read about how 39-year-old Brühl prepared for the role and why he thinks the show is so relevant to today #wwdeye ( 📷: @Eriktanner)
Now that Celine Dion’s collection has topped $10 million in sales, the pop superstar, fashion icon and newly-minted industry player is eyeing growth in Asia. Read the full report by @tiffanyap, link in bio. #wwdnews #celinedion
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
Among the familiar faces at @off____white’s show was a surprise figure: Japanese artist @takashipom, pictured here on Wednesday morning. Other show-goers included @jerrylorenzo, who spoke about his upcoming project: a @nike collaboration for back to school, with designs inspired by his childhood on the West Coast. Sitting in the front row were Future, Don Crawley, @miguel and more. See the rest of the photos on WWD.com #wwdeye (📷: Stephane Feugere)
According to @laurentsai, former “Terrace House: Aloha State” cast member, she didn’t know she was auditioning for the Japanese version of “Real World.” “I was telling a couple of my friends and someone’s like, ‘That sounds a lot like Terrace House.’ I was like, ’No it can’t be.’” Turns out, it was. But Tsai isn’t just a reality star — she’s an illustrator who has worked with Starbucks Japan and most recently, she’s dipping her toes into the fashion world. Head to WWD.com to read about her time on the show, modeling and her art. #wwdeye (📷: @danieldorsa)
More changes are coming to New York Fashion Week: Beginning with the spring 2019 collection, @alexanderwangny will move his New York show to June from September, adopting a biannual schedule with collections shown in June and December. Additionally, the @cfda is planning for an official summer/winter fashion season taking place as soon as June and December 2018. Read more about the upcoming changes on WWD.com. #wwdnews #wwdfashion (📷: @slovekinpics)