2. Fashion+
Background:
• Launched in 2010
• Online visual pinboard ‘content curation’
• Collection of Collections
• Social Bookmarking
• Fastest growing website to date 12million users
• Users are mostly US and mostly female, more
males in the UK and younger
• Older audience (25-44) 70% of market
3. Fashion+
Motives to Use:
• No-one reads anymore
• Simplicity, pin anywhere (app)
• Micro segmentation possible
• Use for market research, trend prediction and product
development
• Driver of refferal traffic (more than You tube, Google +
and Reddit combined)
• High number of average mins per visitor (FB, TB)
• Audience interests are style and fashion related (3rd)
• Higher spenders than Facebook
4. Fashion+
Methods to Use:
• Specific, Interesting and Relevant
• 80% of Pins are repins
• Editorial (Kate Spade)
• Collaborative board (Wall Street Journal)
• Crowdsourcing (Oscar De La Renta)
• Competitions (Harrods)
• Guerilla Marketing (Uniqlo)
• Sales Promotion (Gilt)
5. Fashion+
Challenges:
• Lots of noise and clutter
• Legal issues of image rights
• Slower growth rates since March 2012
• Revenue model is not developed
• Growth of competitor sites like Fancy
• Recent problems with spamming and hacking
• Not available in China
6. Fashion Pinterest Charts
High 50K+: Nordstrom (2.1m, #39), Nina Garcia (600K), Anthropologie
(112K), Kate Spade (83K), Refinery29 (68K), Lucky Magazine (51K),
Medium 10K-49K:Michel Kors (49K), BergdorfGoodman (35K),
OscarPRGirl (33K), Forever 21 (23K), Barneys (21K), Gap (14K), ASOS
(13K), Burberry (12K, #508), Net-a-Porter (11K),
Low <10K: Marc Jacobs (9K), TopShop (8K), DKNYPRGirl (6K), Dolce &
Gabbana (5K), Urban Outfitters (4K), Diesel (3K), Gucci (3K),
Threadless (3K), Armani (2K), Selfridges (1,500), River Island (1300),
HarveyNichols (900), Jaeger London (500), Uniqlo (200) Whistles
(120), TK Maxx (36)
No presence: Mango, Tiffany, Levis, Louis Vuitton, Reiss, Marks &
Spencer, John Lewis
7. Nordstrom
• Pinterest Champion, launched in March 2011
• 52 Boards (Seasonal trends, brand specific, lifestyle
inspiration, Livepins: Burberry, Jason Wu)
• 2339 Pins
• List the social team
• Sweepstakes –
Pinning contests
• Sales Promotion –
Anniversary Sale
