Lucky Brand was founded in 1990 with a spirit of reinvention. Rooted in premium denim, Americana, and self-expression, the brand caters to free-thinkers and optimists who don't take life too seriously. Their denim and lifestyle wares portray personality through perfectly imperfect, often American heritage-inspired details that bring levity to any look or situation. Customers are encouraged to "Wear Lucky and make good fortune" and "Feel lucky, and you'll find it." The reviews paint a mixed picture of the Lucky Brand store at Del Amo. On a Wednesday visit, the store was bustling, and the manager was described as pleasantly interactive and informative. However, on a Thursday visit, the experience was quite different. Two sales associates were found behind the registers, seemingly preoccupied with their phones, providing little to no assistance to the customer. The customer had to rely on self-service, finding and trying on the jeans on their own, with the sales associates only involved in the checkout process. Despite the inconsistent service, one reviewer noted that the Lucky Brand store is a "must-stop" when in the center, and that when they do find something they like, they tend to buy more than one item.
