The Point: People are rediscovering the joy of shopping, and coming to Pinterest to get their fashion fixes. They’re seeking inspiration and want your products to build their dream wardrobes. Dive into the insights that will never go out of style. Learn how to get ahead of the curve and help your customers to find their next favourite thing.
After two years of living in our comfies and laid-back style, people’s appetite for fashion is back and they’re rediscovering the joy of shopping. Searches on Pinterest for ‘everyday outfits’ are up 85% year over year (YoY) in the UK alone.1
Shoppers are seeking fashion fixes and wardrobe updates—and more than 6M users in the UK come to Pinterest every month to engage with fashion-related content.2 From Gen Z students to millennial men to trend-obsessed retirees, they’re all on the hunt for inspiration to turn ideas into action.
And whilst different people might be searching for different things, they all have one thing in common—they want unique, tailored shopping experiences.
Shopping on Pinterest is personal
Think of Pinterest as a personal shopping assistant at your fingertips. It’s the space and place where people come to immerse themselves in discovery, inspiration, and to take action.
In a recent Reach3 study, 9 in 10 people on Pinterest said they use the platform for inspiration throughout the purchase journey for fashion, while 8 in 10 said it helps them fall in love with fashion brands and products.3
As people scroll, they’re gathering ideas and intel on what to try next. And the more people come to Pinterest, the more on-point their recommendations become too—with 85% of Pinterest shoppers saying that the platform shows them truly personalised branded fashion and style content.3
Shopping on Pinterest is different
On Pinterest, people don’t come for likes or to see what everyone else is doing—they’re searching for content that is personal, meaningful, and hyper-relevant for them. Due to inflation and the climate crisis, they're shopping more intentionally than ever before, and it's important for customers to feel their values are aligned with who they buy from.
For example, shoppers are taking a stance on sustainability and doing good by the planet—with 6 in 10 people on Pinterest saying they have purchased clothes from thrift stores to help reduce waste.4
And let’s face it, shopping is much more fun when it feels personal. Shopping on Pinterest is precious time for the user: they’re researching what they love, what they care about, and their interests—it’s between them and the screen.
Shoppers are on a mission for inspiration. And inspiration fuels positivity, which in turn drives purchase decisions and results.
Show up where shoppers are looking
Shoppers on Pinterest don’t always have a specific idea or product in mind—a few keywords and Pins later lead them to the right thing (even before they have the right words). They can use photos too—simply snapping or uploading an image using Pinterest Lens will match shoppers with recommended suggestions and related product Pins.
It’s important for brands to show up where shoppers are looking. While Pinterest is uniquely positioned to help people discover their next favourite thing, it’s you—the brands—who help people turn their ideas into reality.
In the Reach3 study, one female shopper (aged 25-24) said: “I love browsing through Pinterest as it inspires me to buy new items,” whilst a male user (same age group) shared: “Pinterest always makes me feel really calm and relaxed while shopping.”3
Shoppers on Pinterest say they are 2.6x more likely to make a purchase based on fashion branded content they saw on Pinterest compared to people on other social media platforms—and tend to be more loyal when they’ve found a brand they love on Pinterest too.3
Tap into trends and key moments
Get ahead of the curve and own an emerging fashion trend before it’s even become a thing. For example, in our Pinterest Predicts report, we predicted Dopamine dressing would be a hot trend for 2022—and this prediction has already come true. We’ve seen a 30x surge in searches YoY5 across all genders and age groups driving this trend—looking for endorphin-inducing feel-good hues to inject into their wardrobes.
Marketers have the opportunity to keep the drumbeat going all year round—from the seasonal (e.g. spring/summer, autumn/winter) to the occasional (think weddings, parties, and special events) and tentpole moments in the fashion calendar.
Take Fashion Week—turn hero moments into year-long momentum with your Pinterest content strategy. How to bring the runway to the user? Work with Pinterest Creators on ‘Idea ads’ to hook people with immersive, multi-page stories—or use formats like Collections Ads to showcase your lookbook, enabling people to instantly shop and purchase your products. Want more Fashion Week tips? Download our guide.
Learn from the brands already driving success
increase in ROAS6
Turn sparks of inspiration into purchases—learn from the brands who are seeing success with their marketing strategies on Pinterest.
With a mission to boost online sales, MATCHESFASHION paired a conversion campaign with an always-on awareness campaign to reach customers in important moments of discovery—achieving a stunning 42% increase in return on ad spend (ROAS)6 and proving Pinterest to be the perfect fit for this campaign and beyond.
higher ROAS than other social media platforms7
Elsewhere, Danish jewellery brand Pilgrim wanted to home in on a key moment—increasing online sales over the Black Friday and Christmas shopping period. Targeting key interests and trending keywords, their Pinterest campaign achieved a 4x higher ROAS than other social media platforms.7
These brands did a great job with showing up where their shoppers were looking. Make sure you do too—help your customers find their next favourite thing.
Act on the insights
01
Set up shop
Upload your catalogue and install the Pinterest Tag to dial up organic opportunities for growth and discoverability on Pinterest. Inspiration is the new influence. Our audience want your products. Don’t get left behind.
02
Get verified
Build trust and credibility with shoppers by joining Pinterest’s Verified Merchant Programme. Your brand will be part of a high-quality marketplace that enables users to buy your products—turning inspiration into purchases.
03
Stand out for what you stand for
Add details to your merchant profile. Verified merchants can display their brand values and the communities they support—helping shoppers to understand what you stand for—driving further buy-in and loyalty.