‘They’re planning an outfit for a birthday [or] their festival attire. And they come back to it. So, for brands, for retailers, there’s a major opportunity to capture that intent, to help guide that pinner from top-of-the-funnel discovery to actually making a decision and ultimately a sale.’
What Ducard is alluding to is the fact that as the under 25’s attention has been piqued, so too has that of the numerous luxury brands and concept stores that have begun using the platform to drive sales and analyse what kind of advertising campaigns Gen Z might be most captivated by.
This is aided by Pinterest pins, which often represent what’s next rather than the now, making the platform fertile ground for retailers and consumers alike to stay on top of the ever-changing trend cycle.
‘If we see certain styles being pinned a lot, we know to source more of them,’ Gabriel Rylka, founder of Gen Z-focused archive seller Break Archive, tells Vogue Business.
‘And likewise, we can predict what the next thing will be.’
So, is Pinterest set to become the next big thing in online fashion?
In Ducard’s opinion, yes, but only if the platform upholds its commitment to amplifying the diversity, inclusion, and representation that plays a significant role in Gen Z buying habits.
‘What we see is that the more diverse, the more inclusive, representative the platform is, the more engaging it is for users,’ he finishes.
‘For Gen Z, they expect to see the world that they live in reflected in the online world that they engage in. We want to honour that.’
Credit: Source link
