Drapers: ‘Should fashion businesses pin their strategies on Pinterest?’

Drapers recently published commentary from our COO Chris Howard in their article ‘Should fashion businesses pin their strategies on Pinterest?’. Here is an extract:

“Nest is a performance marketing agency that specialises in ecommerce and retail clients. In June, its chief operating officer, Chris Howard, told attendees at Drapers Future of Fashion 2024 conference that he had seen a huge rise in the success of Pinterest with his clients.

Howard told Drapers that Pinterest over the last few years had invested in its capabilities for ecommerce, including new ad formats and improving its measurement setup.

“All of that has helped to make it a more viable platform for advertisers,” he said. Howard added that fashion brands seeking to showcase their visual appeal would find Pinterest relevant because of a user base that is “usually going on the app to browse for inspiration, or a product and an intent to purchase”.

But what are the challenges to brands and retailers using Pinterest? Howard told Drapers that proving the value that the platform adds to some of his clients can be tricky:

“For retailers who are confident in their approach to marketing measurement this hasn’t been an issue; however, for those with less sophisticated set-ups, demonstrating the uplift driven by Pinterest versus their existing marketing channels has been more challenging.”

Read more in the full article.