Mobile Commerce Daily is now Retail Dive: Mobile Commerce! Click here to learn more!

Ann Taylor’s Pinterest board blends vintage styles with modern sales

Ann Taylor is reminding consumers of its historic roots by showcasing retro looks on a Pinterest board interspersed with new products that direct users to shop its collection based on the classic styles.

The apparel and accessories manufacturer has pulled together images from its past to drive sales among customers interested in vintage-inspired clothing. The Pinterest board is playing on users’ love of retro content and is hoping to drive users to its mobile-optimized Web site to purchase its August Dress Capsule.

“Visual marking is becoming an increasingly important vehicle to engage people and Pinterest is one of the leading visual marketing platforms,” said Michael Becker, managing partner at mCordis.

Pinterest planning
The classic brand went back into its archives and scanned the Pinterest scene to find images, products and styles from its classic collections, gathered inspiration and created new items based on what was found. Ann Taylor is hoping to drive sales for the August collection by leveraging the social platform in which many users look to for vintage content and outfit inspiration.

The Pinterest Board, named #Inspired By – Our Archives, is congregating old photos from classic Ann Taylor catalogs and advertisements as well as products from its new Dress Capsule line. Users that click on a new product can click on visit within the post to be taken to Ann Taylor’s Web site to purchase.

Ann Taylor is spreading awareness of the Pinterest board with its most loyal customers by sending an email to newsletter subscribers promoting the board. The email features images of the new collection as well as sketches from the old and reads “the August Dress Capsule, designs that first made us famous – perfected for today,” along with a link to view the board.

Mobile email readers that click on Shop the Capsule are directed to the Pinterest application automatically opened to Ann Taylor’s board. Users that want to buy current items can do so on Ann Taylor’s mobile site.

Pinning mobile moments
Unilever’s Dove similarly continued to boost its image as a supporter of women’s self-esteem with a new campaign leveraging Pinterest, reflecting the platform’s ongoing relevance for targeting millennial women even as other marketers flock to Snapchat and Instagram (see more).

Horticulture retailer Gardener’s Supply Company was also one of the first marketers to jump on board Pinterest’s new buyable pin option to reap the early-bird-gets-the-worm benefits (see more).

“It is important that the images are clear and compelling and the call-to-action is clear,” Mr. Becker said. “If possible, try to deeplink the images back to your owned media sites and invite people to join your owned communications channels so that later you can go over the top and service the individual directly.”