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How we got here.
Elizabeth Mitchell in Lucire  

We learned and we now have the right formula

Lucire began in 1997 as an online fashion magazine, founded by Jack Yan. It was considered to be ahead of its time even in 1997, thanks to its design. When a major international fashion magazine launched its web edition in the US in 2000, its advertising even appeared on Lucire’s site. In 2000, Lucire dabbled in web video. In 2001, Lucire created a mobile service for Plucker.
  It was also named, after a history of support­ing socially respon­sible causes and a commit­ment to the environ­ment from the beginning of the century, as the United Nations Environ­ment Pro­gramme’s first fashion industry partner
   In those years before the dot-com bust, Lucire never overspent, it never indulged in extravagant behaviours. The title was all about sensible growth, a formula it uses today.
   In 2003, it was nominated for a Webby Award. It was also named, after a history of supporting socially responsible causes and a commitment to the environment from the beginning of the century, as the United Nations Environment Programme’s first fashion industry partner.
   A print edition was launched in 2004 in its home market. Lucire recognized, especially with demand from netizens, that the public wanted a tactile fashion magazine. Print editions exist in New Zealand and Thailand, and for a time they were published in Romania, an excellent European trial market for the title.
   Lucire believes through constant learning that it’s struck the winning formula for each medium—web, print, web video and mobile.
   Traditional print magazines are too corporate, often soulless—not fitting in an era when consumers are more savvy, more questioning, and more expectant of providing feedback. Lucire, a product of a transparent web era and with a team dedicated to meritorious coverage, brings its message to different media. It also recognizes the world is united and globally connected. In tougher economic times it has preached the idea of “accessible luxury” for over five years. It recognizes aspiration, style and engagement go hand in hand.
   Lucire’s latest mobile edition was launched in 2008 for the US market. Web 2·0, web video and other features are just part and parcel of the modern landscape—and only one title, born on the web, with its finger on the pulse of the fashion world, is best placed to reach 21st century consumers in every medium. Lucire uses the web to harness viewers, converting some to purchase collectible, luxurious print editions; and reaching into the mobile world, the magazine reaches still more.
   The old model of pushing consumers no longer works—and the new model, recognizing the behaviours of 21st century consumers, might just be Lucire’s. Engage with your consumers—and create the right magazine for them.


• Each issue of Lucire reaches 6·6 people
Lucire target market is young and upwardly mobile
• Two-thirds of readers are aged between 15 and 34 years
• Four in ten have a household income greater than $50,000 per annum
Lucire readers love fashion, with 50% of readers spending more than $1,000 a year on fashion
• Core audience has an international mindset and loves fashion

Reader demographics

Individual income
Under $10,000 24·03%
$10,000–20,000 14·73%
$20,000–30,000 15·89%
$30,000–40,000 12·84%
$40,000–50,000 7·09%
$50,000–100,000 13·85%
Over $100,000 5·74%

Under $20,000 17·6%
$20,000–30,000 15·6%
$30,000–40,000 12·4%
$40,000–50,000 10·8%
$50,000–75,000 16·8%
$75,000–100,000 10·8%
$100,000–250,000 14·4%
Over $250,000 1·6%

Under 15 0·3%
15–24 31·9%
25–34 33·7%
35–44 19·7%
45–54 10·8%
55 and over 3·6%

Over 52 per cent have had tertiary education.

Spend on fashion annually
Under $250 3%
$250–$500 18%
$500–$1,000 30%
$1,000–$1,500 23%
$1,500–$2,000 10%
$2,000–$3,000 10%
Over $3,000 7%

Main photograph: Elizabeth Mitchell (Lost), photographed by Andrew Matusik in issue 23, styled by Kevin Watroba/Exclusive Artists. Elizabeth Mitchell appeared courtesy of Craig Schneider/Pinnacle Public Relations.


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