Fashion magazine Lucky has rolled out a new site that lets readers locate, get specs, and/or buy the products featured within its pages.
Partnering with loyalty shopping network Mall Networks, the site will include 100,000 fashion items from 450 brands. They’ll be featured in daily picks from editors as well as searchable by category, designer, price range or specific stores.
Lucky will include info on where to get these products online as well as nearby physical stores. The latter is fitting for the holiday shopping season and the immediacy sometimes involved. But the former has some appeal in avoiding crowds and seeking out online bargains. The site will draw affiliate revenues for purchases as well as ad revenues.
This follows Lucky’s “At Your Service” iPhone app rolled out earlier this year by NearbyNow. As we said at that time, this is a great way to add an actionable component to the magazine content. It’s a service to readers while having implications for advertisers. This is especially true with editorial content that orbits major retail categories, such as fashion and apparel.
The new retail Web site is created in the same vein, and we expect it will be a model for many struggling traditional media companies — starting with magazines but possibly moving into other areas. Mobile will be an important component.