Who Reads Lucky?
Lucky magazine is the only magazine devoted exclusively to shopping and style. A pioneer in the fashion magazine field, it provides women who are passionate about shopping with a broad range of the best styles and products out there--but a tight edit of the pieces that are worth a second look. As the voice of a friend in the know, Lucky makes fashion and beauty fun and accessible for everyone, showcasing what to wear and how to wear it.
The magazine features gorgeous photography and an endless array of product shots--and every item comes with how-to-get it-right-now information next to its photo (pricing, website, phone number, store location). Readers don't have to flip to the back of the book to read the fine print on how much something costs--and they can buy it right then and there. It's all about instant gratification. Lucky also shows readers a variety of price points--you'll see a pair of $300 shoes next to a $30 pair.
Lucky's editors offer real-life women advice on how to wear the latest trends in a way that's flattering and right for their shape and size: they don't assume one size or trend fits all. It's all about accessibility, and remembering that fashion is supposed to be fun, not stressful. There's also advice on how to "shop your own closet": you don't need to go out and buy a whole new wardrobe each season--just a few key pieces and styling tricks can turn a summer piece into a fall one.
Since Lucky's launch in December 2000, circulation has rocketed from 500,000 to over 1.1 million, proving to be one of the most successful launches in Conde Nast history.
What You Can Expect in Each Issue:
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- What I Want Now!: Editors' monthly picks.
- Style Spy: The latest trends, talent, and fashion news
- Lucky How-to: Smart finds, figure fixes, styling tips and advice.
- Shoes of the Month: Why we like them, and how to wear them.
- Basics: An ideal look for right now, from head to toe
- My Foolproof Outfit: A real-life woman in a cool job tells us the outfit that she comes back to again and again, and why
- Her Way: Our cover model's favorite fashion and beauty picks
- Fashion Babble: Creative Director Andrea Linett's current cravings.
- Beauty Spy: New products, great ideas, and easy looks, focusing on making beauty accessible to all readers.
- Shopping Report: Round up of new stores, incredible finds, secret sources around the country and online.
- Shopping Trip: Guides to the best boutiques in cities around the world. Recent spots include Atlanta, Melbourne, Sydney, and Portland, OR.
- Lucky Breaks: Exclusive deals, discounts, and giveaways on clothing, accessories, beauty, and home décor from retailers like Saks Fifth Avenue, shopbop.com, Barney's New York, and Old Navy.
- Mammoth Shoe and Bag Guides: twice a year, we show you the best shoe and bag trends, and pages of pages of everyone's favorite must-have accessories.
- Under $100 Guide: A summer's worth of style, all at can't-beat pricing.
- 30 Days of Outfits: How to build a month's worth of foolproof outfits with just a few key pieces.
- Spring and Fall Fashion and beauty trends.
- Styling tips and trends from the runway.
- Girls on the Street: we go to a different city a few times a year, bring a rack of the season's clothes and accessories, and ask real women to stop and pull their favorite looks.
Magazine Layout:
Every page of Lucky is packed full of gorgeous fashion, beauty and home finds, all shown in an appealing way and with explanations and descriptions of why our editors are loving them. It's very easy to navigate and friendly, clean design, and not at all off-putting or intimidating. The models look like real people--not scary-thin or scowly. Plus, many of Lucky's editors are photographed for the magazine every month--to show how the items look like on real people, and to help the readers feel a connection with the staff of Lucky.
 "Evening at its Easiest" |  "Lucky How-To" |  "The Season's Best Looks for Under $100" |
 "The Season's Best Looks for Under $100" |  "Metallic Sandals" |  "What I Want Now!" |
 "My Foolproof Outfit" |  "Beauty Spy: Cherry-Punch Lips" |
Contributors:
Kim France, Editor-in-Chief of Lucky, was Editor-at-Large at Spin when Conde Nast selected her to develop Lucky magazine. Before that, she was a Senior Editor and then Deputy Editor at New York magazine. France began her impressive career at 7 Days and later moved to Sassy as a staff writer. She has also covered entertainment for Elle and contributed to numerous publications, including Rolling Stone, Allure, The New York Times Book Review and Magazine, Mademoiselle, Harper's Bazaar, and The Village Voice.
Andrea Linett, Creative Director of Lucky, worked her way up through the fashion department at Sassy to become the Fashion and Beauty Editor there. She has also worked as a fashion writer at Harper's Bazaar and as a freelance stylist.
Past Issues:
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Comparisons to Other Magazines:
Lucky takes the intimidation factor out of dressing! It reminds readers in an accessible, down-to-earth voice that fashion is supposed to be fun. Readers can shop each page of Lucky and feel confident that the editors have combed the fashion and beauty landscape to come up with the perfect finds--in a variety of price points.
Advertising:
The majority of advertisers are fashion and beauty, but categories run the gamut--automotive, consumer electronics, pharmaceutical, entertainment, food & beverage, etc. The ratio of edit to ad is roughly 50-50.
Awards:
Since its launch, Lucky has won a slew of industry awards, including Adweek's "Startup of the Year" in 2001, and Ad Age's "Magazine of the Year" in 2003. Lucky has also been featured three times each on both Adweek's "Hot List" and Ad Age's "A List."
