Anthropologie Debuts Digital Catalog on Pinterest

Anthropologie has debuted a digital-only catalog on Pinterest to tap into the social media platform's more than 450 million active users, Morning Brew reported. This is the first digital-only catalog for the retailer. The catalog, called AnthroLiving, is a virtual lookbook of Anthropologie's spring collection, including household decor and furniture. The catalog allows Pinterest users to shop the latest home decor trends or pin products to buy later.

According to Morning Brew, of Pinterest's more than 450 million globally active users, 85 million of them engage with home content — the segment Anthropologie is targeting with this digital catalog.

Total Retail's Take: Throughout the past year, e-commerce has seen exponential growth as consumers avoided shopping in-person to help stop the spread of the coronavirus. And research shows e-commerce will continue to rapidly grow in 2021. As online shopping continues to thrive, we can expect to see more retailers experimenting with digital catalogs, particularly on social platforms such as Pinterest. In 2019, Ikea started transitioning its famous 70-year-old print catalog to a digital option on Pinterest, and completely nixed in the print version in Q4 of 2020. Neiman Marcus also released a digital magazine last fall to replace its print catalog. Interestingly enough, not all retailers are abandoning print. Amazon started mailing a printed holiday toy catalog in 2018 for the first time. But by and large, retailers such as Anthropologie are trying to use content, such as a digital catalog, to drive consumer engagement and conversion, and they're using social platforms such as Pinterest, where many people are spending most of their time online, to help achieve their desired results.