American Apparel And Home Brand Anthropologie Creates Online Product Catalog On Pinterest

According to the retaildive website, Anthropologie, a clothing and home furnishing retail brand owned by Urban Outfitters, recently created the brand’s first online product catalog on Pinterest for its AnthroLiving series↓

The catalog turns Pinterest users into Anthropologie customers by helping consumers view the brand's products, mark their preferences, and create a collection of design ideas before purchasing directly.

During the epidemic, with the development of online commerce, the number of people purchasing products on Pinterest increased by 80% in the past year. While a whopping 97% of searches were not for a specific brand, there were signs that some users were interested in Anthropologie products.

According to Pinterest statistics, user searches for "Anthropologie home décor inspiration (Anthropologie home decoration inspiration)" have increased nearly 11 times compared with the same period last year, and searches for "Anthropologie mirror" have increased by 375% year-on-year.

"No matter how much consumption itself changes, inspiration will always play a vital role in the consumer's shopping journey, which is why we chose to create a digital product catalog through Pinterest," Barbra Sainsurin, executive director of Anthropologie, said in a statement. s reason.

The launch of a digital catalog on Pinterest is just the latest effort by Anthropologie parent company Urban Outfitters to adapt to changing consumer shopping habits.

Last month, the company began testing a paid membership program called "UP" across Urban Outfitters' Anthropologie, Free People and Urban Outfitters store brands. The company's management said during an earnings call this month that it would decide whether to expand the membership program based on consumer sign-ups during the initial six to 12 months of the trial.

Anthropologie isn't the first brand to create a product catalog on Pinterest, but it is the latest to join. Last year, Crate & Barrel home furnishing brand released the "Creat & kids" children's series product catalog on the Pinterest platform.

At that time, because many schools were not open for offline teaching and many parents wanted to create living and learning spaces for their children that were more suitable for remote teaching, Pinterest saw users' growing interest in children's furniture.

As the social media platform that supports all these brand marketing activities, Pinterest has expanded its e-commerce support functions in the past few years in order to attract more advertisers.

Adoption of Pinterest's shoppable ads surged sixfold in the fourth quarter of last year, indicating that brands are already looking for new marketing ways to engage holiday shoppers. In January this year, Pinterest also introduced support for customizable dynamic creative ads to help marketers build personalized ad creatives for their target audiences.