‘Buy Now, Pay Later’ Platforms Marching on Fashion Magazine Territory
Women s Wear Daily (WWD) 2/11/2021 Samantha Conti
LONDON Are “buy now, pay later” platforms becoming the new fashion and lifestyle glossies?
As magazines seek ways to monetize content online and offline, embark on e-commerce ventures and fight for readers’ eyeballs, buy now, pay later payment platforms such as Klarna, Afterpay, its U.K. sister company Clearpay and QuadPay have been rapidly working their way into the minds and wallets of Millennial and Gen Z shoppers, as well as digitally minded brands and retailers.
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These sites offer slick imagery, campaigns and marketing content, hire celebrity ambassadors and actively engage with consumers, giving them the opportunity to curate searches and wish lists, discover new brands, track the trends and spread their payments, interest-free, across weeks or months, or to try items before they buy.