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August 5, 2015
Maria Pesin

Pinterest is a great place to advertise and market your fashion brand, connect with existing customers and find newer ones.  The fashion consumer is very visual and what could be better than to create boards with images of your products.  Of course, like all social media, the goal is to create a community so just pinning your product is not enough.  Pinning images that your audience would relate to is paramount.  Martha Stewart Living has 163 boards covering subjects from gardening to recipes.  J Crew opened a store in Paris and created a board celebrating the opening by pinning all things French.  Bobbi Brown, the makeup brand, has boards with makeup tips, charities she works with, and things that she has interest in.  One of the best features of Pinterest is that someone can re-pin something from your board that they like.  This helps to keep an image viable for many months.  Last year I pinned an image that is still being repined to this day.
According to Macala Wright, Marketing Strategist; Consumer Behavior Writer – Mashable, PSFK at Emerald Exposition – “Pinterest is growing up and positioning itself as a major player in search, social and e-commerce. In four short years, Pinterest has grown to 70+ million users (one-third of which are male). Pinterest is a powerful force in fashion. In fact:

  1.  Fashion is the third most popular category. It accounts for 45% of the activity (search, favorites and pins) on Pinterest.
  2. There are 30 billion pins in the system across 750 million boards, 4.5 billion are fashion related, it’s a number that grows by 25% every quarter. 75% of traffic comes from mobile. Of those pins.
  3. Users spend an average of 15.8 minutes on the site, compared to the 15 second average that 55% of the global population spends on most sites.
  4. The average order value per session for a Pinterest user is $199.16, far outstripping Facebook’s $92.27 and Twitter’s $58.02. Pinterest users are 10% more likely to purchase than others that come to e-commerce sites from social networks.
  5. Pinterest accounted for 23% of global.”

Simply put, Pinterest members use the platform to make visually motivated purchasing decisions.  Once users land on Pinterest, they stay there looking for inspiration on what to buy.

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Maria Pesin

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