When you go to Eva Chen’s Instagram, you receive the usual riot of colour-coordinated #shoesies, brunches and CTAs to buy carefully arranged products that you’d expect from your favourite fashion bloggers. Except Eva Chen’s actually an editor-in-chief – heading up Lucky magazine for two years this June, the stylish editor and prolific social media poster has taken the magazine into a new era. The key shift, for many, is the introduction of Lucky Shops – the e-commerce platform that now forms part of the Lucky Group alongside the magazine. When the announcement was made last Autumn to spin off from Conde Nast and join forces with BeachMint for a heavy focus on e-commerce, trendwatchers were worried. With other traditional media companies having tried and failed at e-commerce, where does the marriage of commerce and publishing stand in 2015?
While independent magazine publishing ostensibly booms, those traditionally at the top find it hard to compete in the global market. Just last week, Nylon Media Inc. announced that it was shutting down the U.S. print edition of its men’s magazine, Nylon Guys. According to statistics from MediaFinder, 190 new magazines launched in the US and Canada in 2014, but magazine closures were also on the up – 43 more magazines closed this year than last, bringing the total to 99.
One answer to the fashion magazine industry’s woes that’s been floated most often has been e-commerce. But not everyone has been as lucky as Eva Chen and her team’s social media-driven adventures in e-commerce – although, as it should be remembered, Lucky Shops is still in its early days. Condé Nast has been accused of reacting too slowly to the shifting landscape in their own industry, leaving them trailing behind. But their own e-commerce efforts will ramp up this year. Franck Zayan (formerly e-commerce director at Galeries Lafayette) is heading up a dedicated division at the media powerhouse, which is set to finally start selling products to its readers this year. Bridging commerce and content is something e-commerce companies have been doing for years – Net-a-Porter and ASOS, with their dedicated magazines, are of course primary examples – and it looks like the magazine industry’s biggest player is finally catching up.
Bolstered by the notion that consumers want their online commerce to be content-driven, the drive for e-commerce in publishing continues apace. Just this week, Condé Nast owned Glamour announced that it will begin some kind of e-commerce initiative this year – beginning first in the US and UK before branching out to all its international markets. It will be interesting to see whether consumers respond in the way that the editors at the top are hoping – which means, for Eva Chen and others, turning an Instagram like, or a turn of a magazine page, into an online purchase or two.
Written by: Claire Healy