“Our mutual vision is to enable women to experience online shopping with the friends and trusted tastemakers who help them decide what to buy,” Lucky editor in chief Brandon Holley said in the release. “That’s what our audience wants, and that’s the online environment where our brand partners want to be.”
Like many glossy magazines looking to recoup lost advertising revenue, Lucky has experimented with several e-commerce platforms over the past two years, including theOutnet.com and OpenSky. The appeal of ThisNext.com was its social aspect.
The site aimed to create an e-commerce user experience that would recapture the fun of shopping as an IRL pastime–groups of women patrolling America’s many and vast indoor shopping centers, adjudicating the cuteness or heinousness of clothes and spending money accordingly.
To do so ThisNext.com integrated user-generated shopping “guides” (Polyvore-ish themed shopping carts) with Facebook and enabled them with comments. Users can shop and comment on guides created by friends, strangers or Lucky editors.
Lucky and ThisNext will collect cash for sending readers to retailers and through exclusive partnerships or guides with the brands already “deeply embedded” in Lucky, ThisNext.com CEO Matt Edelman told The Observer. He added that more partnerships are soon to be announced with other lifestyle sites, each a co-branded venture.
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