Tory Burch: Bringing eclectic American style to Pinterest
Tory Burch is about color, print, eclectic details and American style with a touch of bohemian ease. Through Pinterest, the global lifestyle company enriches that story, transporting followers with the depth and dimension of beautiful imagery.
Pinterest lends itself to everything we’re doing — it’s a digital version of the inspiration boards we create around any season or story.
Honor BrodieCreative Director, Tory Burch
Tips from Tory Burch
- 1 Use secret boards to share inspiration internally and prep future boards
- 2 Craft thoughtful Pin descriptions to make them more searchable
- 3 Add Rich Pins so Pinners can see extra details and get price drop notifications
Tory Burch’s popular “In These Shoes” board features more than 100 Pins of shoes.
Telling the brand story
Tory Burch’s Pinterest profile is made up of boards dedicated to perennial and seasonal brand stories. Products are Pinned with a compelling mix of inspiration — from art, home and travel to fashion and entertaining — to tell a larger story that reflects the brand’s aesthetic. Beach getaways with surf shirts. Moroccan tiles next to the season’s key prints. The brand adds Pins from Pinners around the world, too — an extension of its editorial belief that the best inspiration comes from a mix of influencers.
“Pinterest lends itself to everything we’re doing — it’s a digital version of the inspiration boards we create around any season or story,” said Honor Brodie, Creative Director. “On Pinterest we curate boards that have a point of view, whether it’s our Fall 2013 collection, a trip to Marrakech or tomboy chic.” In the Tory ♥ Tomboy board, models wearing Tory Burch are intermixed with icons old and new — Francoise Hardy, Jean Seberg, popular street-style figures and the designer herself — all of which enhance the story behind the product.
Pinterest’s secret boards enable Tory Burch’s editorial, creative and design teams to share what they’re working on in one place. “Tory Burch is a collaborative company that thrives on different points of views. Our team uses the private boards to share inspiration. When we look at the boards, they show a layered, multi-faceted but curated point of view,” added Brodie.
Some of our favorite Pinners are from Japan, Sweden and Brazil and seeing what they’re Pinning is fascinating... The community serves as a natural focus group.
Attracting global discovery
Tory Burch uses several Pinterest tools so customers can easily find products and make purchases.
All products on toryburch.com have the Pin It button as well as Rich Pins so Pinners can see instant product details, such as pricing and availability. With Rich Pins, Pinners also get email notifications when the products they Pin drop in price. Additionally, Pinterest boards are featured in marketing emails and other social channels, including The Tory Blog.
The team carefully crafts Pin descriptions to make them more searchable and to provide an indispensable resource for Pinners — including helpful style tips, for instance, as seen in the successful In These Shoes board. “We love shoes, our community loves shoes and we also know that when people buy shoes they want to know what they can wear them with,” explained Brodie. A Pin of Chelsea Ballet Flats was repinned nearly 700 times in one month, one of Tory Burch’s top five most repinned items of all time.
Pinterest also helps Tory Burch gain insight into which products and trends are resonating around the world. “Some of our favorite Pinners are from Japan, Sweden and Brazil and seeing what they’re Pinning is fascinating,” Brodie said. Equally interesting is when a product from a past season is Pinned in the present and resonates. “This happened last year when an image of Poppy Delevingne in Tory Burch boots, originally pinned by Elle UK, received hundreds of likes and requests to remake the style. The community serves as a natural focus group,” Brodie said.
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