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Anthropologie Debuts Digital-Only Catalog on Pinterest

Anthropologie wants to tap into Pinterest’s 85+ million active users.
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Francis Scialabba

less than 3 min read

Retail news that keeps industry pros in the know

Retail Brew delivers the latest retail industry news and insights surrounding marketing, DTC, and e-commerce to keep leaders and decision-makers up to date.

The mail-order catalog is roughly as old as the typewriter, but the latter has had much more staying power...until now. Today, Anthropologie is piloting its first digital-only catalog on Pinterest.

Drop a pin: AnthroLiving is a virtual lookbook of Anthropologie’s Spring Home Collection, which includes household decor and furniture.

  • AnthroLiving allows customers to window shop the latest home decor trends and pin products to buy now or later.
  • Of Pinterest’s 450+ million global monthly active users, 85+ million monthly active users “engage with home content.” That's the corner Anthropologie is targeting.

Online everything

As e-comm continues to flourish, it’s likely we’ll see more digital catalogs.

  • In December, Ikea dropped its famous 70-year-old print catalog after transitioning to Pinterest in June 2019. The company recently published an audiobook to replace its 200+ page catalog.
  • Neiman Marcus launched an online magazine last fall to replace its print catalog.

Conversely, Amazon started mailing a holiday toy catalog in 2018, and digitally native DTC brands like Article are experimenting with physical catalogs.

Big picture: Both print and digital catalogs drove mixed results for retailers over the past year. While some companies canceled their print catalogs, others experienced YoY growth because of them.

Correction: A previous version of this story stated that Pinterest has 85 million global monthly active users. It has 450+ million global monthly active users. The 85+ million users figure refers to the segment of Pinterest's audience who engage with home goods content.

Retail news that keeps industry pros in the know

Retail Brew delivers the latest retail industry news and insights surrounding marketing, DTC, and e-commerce to keep leaders and decision-makers up to date.