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Background: To say that women like to shop is akin to announcing that the sky is blue or that sugar is sweet -- everybody already knows it. So, it should also go without saying then that Lucky, the publication dedicated to making shopping easier, is the fashion-savvy woman's handbook.
Lucky's online counterpart went live in 2005 with a shared focus on helping readers score their favorite looks from the magazine. "When Lucky launched, it was sort of revolutionary, because it was the only magazine with every single item available that moment," said Verena von Pfetten, executive digital editor. "So, that's even more applicable to our website. Everything we post has a shop-ability factor."
And in addition to a focus on "what to buy" and "where to buy it," Luckymag.com is all about "how to wear it," but with the type of laid-back, sister-to-sister advice you'd get from your best girlfriend. von Pfetten says she regards the Lucky girl "as smart or smarter" than the mag's in-house team. "She knows what she likes; she knows her style. We're certainly not talking down to her. We're just taking the resources that we have, which is a huge market team and a team of editors and the fact that this is what we do all day every day, and trying to make our readers' life easier."