Anthropologie Unveils First Digital-only Catalog on Pinterest
Retail Dive | March 24, 2021
Anthropologie, clothing and home furnishings retailer owned by Urban Outfitters, created its first digital-only catalog for its AnthroLiving collection on Pinterest. The digital catalog lets people browse Anthropologie's selection, pin their favorite items and create a digital pinboard of products to buy immediately or later. Pinterest in the past year has seen 80% growth in engagement with shoppable items amid the broader growth in e-commerce during the pandemic.
Most top searches (97%) on Pinterest aren't for brands, but there are signs that some of its users are interested in Anthropologie's products. Searches for "Anthropologie home décor inspiration" jumped almost elevenfold from a year earlier, while those for "Anthropologie mirror" rose 375%, per Pinterest.
"No matter how much shopping has changed, inspiration will always play a critical role in helping consumers decide what to buy for their homes, which is why we chose Pinterest for Anthropologie's new digital-only catalog," Barbra Sainsurin, executive director of e-commerce.