Digital catalogs are having their day in the sun. American retailer Anthropologie just debuted its first-ever digital-only catalog earlier this week, exclusively on Pinterest.
AnthroLiving: A Harmonious Home will give Pinterest users an immersive, interactive look at the retailer’s spring home collection, including décor and furniture for every room in the house. While Pinterest has built up a pretty reputation for personifying all things pretty, Anthropologie has whittled a cozy spot of its own on the expansive platform, with searches for “Anthropologie home décor inspiration” up an awesome 1,057% year-over-year in 2020 and searches for “Anthropologie mirror” in particular up 375%.
The expansion echoes a growing trend to tailor search strategies to shifting consumer needs, something leading labels in Gartner’s Digital IQ Index: Specialty Retail have been focusing on since the pandemic built a bridge between brand and buyer. Inspiration for home decor has seen an uptick on Pinterest since the pandemic began, so Anthropologie’s decision to meet and treat its audience where they were already looking for it makes sense.
As the home continues to play multiple roles for consumers during the pandemic, the need to refresh the living space, especially as spring rolls around, is something brands of all backgrounds take into account. But by making its spring catalog exclusive to Pinterest, Anthropologie has the opportunity to tap into a burgeoning audience that may not otherwise frequent the label, having only seen its products either on Pinterest, or possibly on TikTok, where #anthropologiemirror touts 5.6 million views. Notably, Swedish home retailer IKEA joins Anthropologie in the digital catalog space, though at a lower price point and decidedly different aesthetic.