Pinterest has been an interesting tool in social media. As a relatively new online site, I feel that it has grown a large amount over the past year or two. What I find most interesting about Pinterest is that is relies on pictures, while Facebook and Twitter are more reliant on “word updates”.
Bloomingdale’s has by far utilized every aspect of Pinterest that they can in order to make it an interactive site with the brand. They have 70 boards with over 22,000 pins all showing items that they have in stores and online. I guess the real question would be then, why would they need followers on Pinterest if people can just shop the looks online or in stores? My response to that would be to create more customer engagement.
What I like most about Bloomingdales’ boards is that they are all easily identified. For example, they have a board specifically labeled “dresses”, “nails” and “sneakers”. As well, they have some exciting boards which help followers apply the looks to real life. Check out their “Street Style” board to see how to wear their looks every day. To keep it interesting Bloomingdale’s also has boards dedicated to designers, food, art and good advice.
Not only do they use it just to post pictures, but they use it to engage their customers by creating contests. In 2012 Bloomingdale’s held a Theory Pinterest Sweepstakes where applicants had the chance to win their favorite item from Theory. All they had to do was go to Bloomindales’ Theory Board, repin their favorite picture with a unique caption and include #bloomingdalestheory.
I personally think this is a really smart way for a brand to use Pinterest. Bloomingdale’s used it as away to connect to their customers, not just another way to showcase what they already have. With only 37 stores, this is a great way to keep current customers happy and a way to generate new customers.
Bloomingdale’s currently has over 40,000 followers on Pinterest. They found a way to truly master the use of Pinterest by keeping their boards interesting and exciting and not just solely based around clothes. On top of it, they found creative ways, like contests, to make Pinterest interactive for them and their customers. Good job Bloomindale’s…Keep it up!
Making Fashion Communicate 