Because Magazine Screenshot | Source: Because

LONDON, United Kingdom — Fashion editorial has long been a powerful generator of purchasing intent for brands. But ‘intent generators’ like magazines often lose their fair share of sales revenue to ‘intent harvesters’ like retailers further down the purchasing path. Squeezed by shrinking ad sales, major publishers like Condé Nast have become increasingly aware of this missed opportunity — and more and more magazines have learnt to think like retailers, embracing e-commerce to open new revenue streams and monetise their content.

Now, digital start-ups like Because Magazine, created by the team at Tank, are building commerce directly into their business models from day one. Soft-launched back in September of 2009 and currently in public beta prior to a “full scale” launch at London Fashion Week in September, Because is a curated, daily selection of fashion, accessories, jewellery and beauty products that’s a digital storefront as much as an online magazine.

BoF spoke with Caroline Issa, editor-in-chief of Because, to find out more.

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