Pinterest is growing fast and constantly changing.  Some brands are catching on, others are still yet to understand what this platform can do to drive their business.  

The platform is a place for discovery, it’s about planning for the future and sparking creativity. People come to Pinterest to search, save and do. They don’t just browse feeds. People use your pins to understand your brand and work out how it can fit into their lives, or most likely their wardrobes!

The platform is a place for discovery, it’s about planning for the future and sparking creativity. People come to Pinterest to search, save and do. They don’t just browse feeds. People use your pins to understand your brand and work out how it can fit into their lives, or most likely their wardrobes!

So, here’s some stats about Fashion on Pinterest:

  • Pinners spend 30% more on fashion than people not on Pinterest.
  • 84% of female pinners say that personal style is important to them and 70% of them turn to Pinterest for style ideas at least once a week for 12-15 minutes at a time.
  • In 2016, they searched for over 538 million style ideas and saved more than 2 billion of them.
  • Women say Pinterest helps them discover new style brands more than any other platform.
  • They also say Pinterest is the platform that inspires them to spend more on style than any other.

You can find the full head to toe style report here

Still thinking that its a just place to save food recipes and wedding inspiration? I thought not.

If those stats alone were making you think there was more to Pinterest, then I wanted to share with you 3 things I have seen other fashion brands do on this platform to really help bring there brand to life and engage their audience. Hopefully these will make you realise that this is one of the biggest platforms to be one if you are a fashion business!

  1. First and foremost, Pinterest is not a social media platform. It is a search engine. Once brands get this mentality, they really start to see the difference in how their account performs. They do this by really getting really detailed about what their customers might be searching for. They create key word rich board titles and descriptions so when their customers come into the platform and start searching their products and posts will be the first they see.

  2. Lifestyle. Lifestyle. Lifestyle. Fashion brands are using Pinterest to show ideas and give inspiration on how people are using their products, how people using them feel and the vibe that comes from their brand by having their products in their lives. They encapsulate the lifestyle their brand is hoping to achieve in the minds of their customers. Michael Kors for example, has a board about travel and the city. Their customer can get lured in through this appealing lifestyle that Michael Kors wants to portray. Its takes the customer beyond just a piece of clothing and gives them the lifestyle that goes with this product.

  3. The meaning and inspiration behind the brand. Pinterest can take your customer from your design concept all the way through to your finish product, unlike any other platform. Brands create boards that highlight what inspires them. This is a great content strategy approach as it lets your audience in behind the scenes in a unique and creative way. You can showcase a new collection from start to finish and even highlight the true inspiration about how and why the brand was started.

So, simply put, Pinterest is a great place to market your fashion brand. You can connect with your existing customer but let new ones find you. The fashion consumer is very visual, but also wants more than just a picture of a piece of clothing. They want a story, they want to know why and how this piece can fit into their lives. Pinterest is the place that can not only do this, but with the customer at ‘consideration’ phase of the buyers journey, if done right, they are already ready to buy from you!