From pop-up stores to of-the-month club collaborations, magazines are getting more and more into the business of selling to their readers what used to be reserved for editorial spreads. This fall, Lucky is introducing myLuckymag.com, which will direct their audience to buy an array of fashion and beauty products, seen through the lens of the Lucky editorial staff, from retailers like Macy’s.
The new site will enable the magazine’s readership to make purchases from multiple retailers while staying in one virtual place. Though the product selection will be culled entirely from Lucky‘s retail partners (and ultimately purchased from them), what’s available via the myLucky Shops will be a scaled-down, edited version of what those stores normally offer. This should be useful, since some of the department stores the magazine will work with offer an overwhelming amount of choice. And though the details haven’t been revealed, Lucky‘s new site will also feature an emphasis on easy comparison shopping.
While other magazines have scrapped recent e-tail liasons, Lucky might be successful in the arena because this is a more natural extension of what the magazine has always done — namely, focus on shoppable product. The title is also setting itself apart by working with scores of retailers rather than focusing on one particular partnership. Ultimately, myLucky Shops is a logical move for the publication — their new site will just cut out a step or two on the way to readers’ clicks to buy.