200,000 Instagram Followers Can Crown You Editor-in-Chief Twice

Fashion Tech-Refashion-Lucky-BeachMint

Content first, then commerce.

Going along with the theme of content marketing this week, we shift from B2C to C2B. Building out your content strategy for your personal brand, that’s you, often times the back burner, but look what it did for Eva Chen, owning the hashtag #EvaChenPose. Just last year, Eva Chen’s fanatical 200,000 Instagram following crowned her Editor-in-Chief and the responsible party to revive the Lucky brand. Monday, Lucky announced Lucky Magazine’s merger with web retailer, Beachmint – now reigning her queen of Lucky’s newest digital channel.

Watch: Eva Chen Defends Lucky Magazine on Bloomberg TV

Breaking News

Publisher, Condé Nast is merging Lucky Magazine with Santa Monica, Calif based web retailer, Beachmint

Supplemental News

Condé Nast is forming a new company with closely held Web retailer BeachMint Inc. called The Lucky Group. It will house both Lucky magazine and BeachMint’s retail websites, which include fashion e-tailer StyleMint and shoe e-tailer ShoeMint.

New Model

Add ecommerce to the Lucky website. Create a seamless link from the print magazine and the online shopping experience. The Lucky e-commerce store will feature merchandise from all of the brands in each issue of Lucky magazine. If you see a product in the magazine, you’ll be able to buy it online.

Readers will be able to shop directly from the Lucky website starting in early 2015, said Helen Melluish, BeachMint’s vice president of marketing.


A lot of these online shopping sites don’t have an editorial voice. This is what Lucky has done well for 14 years.


A spokeswoman for Condé Nast said the magazine publisher will have a majority stake in the new venture, however are not turning a profit on this new venture at this point. It’s still very early and it takes time for a company to pivot, says Chen.

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