Anthropologie, a US clothing and homewares brand, creates an online catalog on Pinterest

According to retaildive, Anthropologie , a clothing and home retail brand under Urban Outfitters, recently created the brand's first online product catalog on Pinterest for its AnthroLiving series products ↓

The catalog helps consumers view the brand’s products, mark their preferences and create collections of design ideas before purchasing directly , thereby turning Pinterest users into Anthropologie consumers.

As online commerce has grown during the pandemic, the number of people buying items on Pinterest has increased by 80% over the past year . While 97% of searches are not for specific brands, there are signs that some users are interested in Anthropologie products.

According to Pinterest statistics, users' searches for "Anthropologie home décor inspiration" have increased nearly 11 times compared to the same period last year, while searches for "Anthropologie mirrors" have increased 375% year-on-year.

“No matter how much consumption itself changes, inspiration will always play a critical role in consumers’ shopping journeys , which is why we chose to create a digital product catalog through Pinterest,” said Barbra Sainsurin , executive director of Anthropologie , in a statement.

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

Last month, the company began testing a paid membership program called UP , which covers its Anthropologie, Free People and Urban Outfitters store brands. Management said on an earnings call this month that it will decide whether to expand the membership program based on consumer sign-ups during the initial six to 12 months of the trial.

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

At that time, since many schools were not open for offline classes, many parents wanted to create a living and learning space for their children that was more suitable for remote classes. Therefore, 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.

In the fourth quarter of last year, Pinterest's shoppable ad adoption surged sixfold , indicating that brands are looking for new marketing methods to attract holiday shoppers. In January of this year , Pinterest also introduced customizable dynamic creative ads to help marketers build personalized ad materials for their target audiences.

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Anthropologie