Can a print magazine aimed at shoppers still be relevant in this age of online shopping?
According to Evan Chen, editor in chief at Lucky, the answer is a resounding yes.
Chen was interviewed by Adweek’s Emma Bazilian and asked about the role of Lucky magazine in the marketplace.
“Nowadays, people want curation. That’s something that Lucky has always done, but now we’re doing it in a way that’s more stylish. Social media and shopping and personal style bloggers also definitely changed things. I see a great synergy and great opportunity between these bloggers and the magazine.”
It’s heartening to hear an editor talking in such positive ways about the confluence of print and digital.
Says Chen, “Modern-day consumers want to consume everything. If they love a brand or a magazine or editor or personality, they want to know everything about them.
“I think that people need a magazine to guide them toward the trends and in the right direction,” she continues. “I want the experience to be like word of mouth: We’re evangelizing everything from these tiny brands with hole-in-the-wall stores in Brooklyn to the big brands, but every item has to be special.”
While I’m not in the market for a new purse at the moment, it’s good to know this kind of thoughtful approach to fashion curation it out there.