Pinterest is Redefining Fashion Search

Image created by Pinterest

I’m thrilled to be back with another campaign of the week, and this time, I've saved the spotlight for a true trailblazer in the realm of innovation and inclusivity: Pinterest. As someone who has been a devoted Pinterest user for years, I've watched in awe as the platform continues to evolve, captivate new audiences, and redefine what it means to connect with inspiration on a deeply personal level.

March 11 marked a pivotal moment in Pinterest's journey with the announcement of its latest AI-powered technology, the Body Type Range. With this groundbreaking addition to its suite of inclusive AI innovations, Pinterest didn't just secure its spot as a leader—it reaffirmed its commitment to embracing diversity and championing inclusivity in the digital space.

But what truly sets Pinterest apart isn't just its knack for rolling out features; it's the profound impact these innovations have on the user experience. As a product marketer who lives and breathes customer-centricity, I'm constantly exploring ways to deepen our understanding of users' needs, preferences, and identities. And Pinterest's approach with the Body Type Range feature surpasses a personalized experience. They empower their users to resonate with curated content on a visceral level. To put it simply, I believe that Pinterest is rewriting the rules of fashion search & discovery.

Customer Experience - Putting Users First

As a product marketer, I often dive into customer-centric product experiences and research a user’s experience, pain points, and solutions to increase a product’s stickiness, so to speak. Pinterest’s approach with Body Type Range exemplifies the type of personalized experience— truly understanding unique needs, preferences, and identities.

Pinterest isn’t just serving up generic search terms anymore, they’re changing the way fashion is searched for. They’re curating a digital space that truly reflects who their users are. Imagine the power of seeing yourself represented in every pin, board, and search query. It’s a level of personalization that goes beyond customization; it’s about validation. It’s about empowerment. It’s inclusion.

Image created by Pinterest

Celebrating Wins and Looking Ahead

How can Pinterest take this user-centric approach even further? I would assume that Pinterest has some type of Customer Advisory Board, but I would expand this to include Gen Z content creators. As a new demographic, there’s still so much to learn about this up-and-coming generation. Do they appreciate interactive features? Could there be added experiences in their search or profiles? Can they dive deeper into skin tone, unisex style, height, cultural celebrations, and hair pattern search? I also read that they will be releasing this update to include men’s fashion as well. While this feature is a huge win for the Pinterest team, there’s always room for growth, especially something so nuanced as this AI technology and how social media works.

Opportunities for Growth: Where to Next?

Early feedback, and a quick search on TikTok, suggest that users are loving the new Body Type feature. Increased engagement rates? Check. Positive Sentiment? Double Check. But, in my quick research, I did find some hesitation around how to use the tool in a positive way and sentiments around the potential dangers of profiling. Here’s how I would approach these hurdles as a product marketer on the Pinterest team:

Educational Empowerment

Education is paramount to enhance the user experience when new features are released. This could involve creating tutorials and interactive guides on how to utilize tools (especially as they roll out new features that could include skin note and hair pattern search). I would also work on actively collecting feedback on these tools through user testing sessions, dedicated feedback channels, or surveys. By gauging user satisfaction and understanding pain points, Pinterest can ultimately refine its materials better to meet the needs of their diverse user base.

Partnerships with Underrepresented Creators

Collaborating with underrepresented creators enriches Pinterest's content ecosystem, and would foster a sense of inclusivity and representation. 

Pinterest could offer support and resources specifically tailored to underrepresented creators, such as BIPOC (Black, Indigenous, and People of Color), LGBTQ+ individuals, and individuals with disabilities. This could include mentorship programs, funding opportunities, and promotional campaigns to amplify the voices and talents of marginalized communities. By fostering a more inclusive creator ecosystem, Pinterest can enrich its platform with diverse perspectives and creativity.

To gather feedback on these partnerships, Pinterest could conduct focus groups or interviews with both creators and users to understand their experiences and preferences. By listening to their insights and suggestions, Pinterest can further tailor its partnerships to better serve the needs and interests of its user base.

Brand Partnerships

I’d love to see Pinterest partner and collaborate with size-inclusive brands and designers. Pulling inspiration from their activation with Anthropologie, I would curate an event / activation with size-inclusive brands during New York Fashion Week. Here’s how I would roll out a Go-To-Market plan.

Event Components:

• Fashion Showcase:

• Curate a runway show featuring collections from size-inclusive brands and designers. I would LOVE to see a collaboration between Pinterest and Djerf Avenue, a Swedish brand who is known to be incredibly diverse and inclusive with its clothing and models. Not to mention, Matilda Djerf is famous on Pinterest for her hair. I would also use this fashion show to highlight trends predicted by Pinterest and showcase how they translate onto the runway.

• Panel Discussions:

• Host panel discussions with industry experts, influencers, and representatives from size-inclusive brands to discuss topics such as body positivity, diversity in fashion, and the impact of social media on inclusivity.

• Interactive Workshops:

• Offer hands-on workshops where attendees can learn about styling tips, body positivity, and self-expression through fashion. Partner with content creators and stylists to lead these workshops.

• Trend Forecasts:

• Set up a dedicated area showcasing Pinterest's trend forecasting capabilities. Display mood boards, trend predictions, and insights into upcoming fashion trends as identified by Pinterest.

• Networking Opportunities:

• Provide networking opportunities for attendees to connect with industry professionals, content creators, and representatives from size-inclusive brands. Foster collaboration and idea-sharing among participants.

• Content Creation Zones:

• Set up photo booths and content creation zones where attendees can capture Instagram-worthy moments and share their experiences on social media. Encourage the use of event-specific hashtags to amplify reach and engagement.

Marketing and Promotion:

• Social Media Campaigns:

• Launch targeted social media campaigns across Pinterest, Instagram, Twitter, and Facebook to generate buzz and excitement around the event. Share sneak peeks, behind-the-scenes footage, and exclusive content to engage audiences.

• Email Marketing:

• Send out personalized invitations and event updates to Pinterest users who have shown an interest in fashion, body positivity, and inclusivity-related content.

• Press Releases and Media Coverage:

• Reach out to fashion magazines, blogs, and online publications to secure press coverage and feature stories about the event. Highlight Pinterest's role in driving inclusivity and trend forecasting in the fashion industry.

• Event Website and Landing Pages:

• Create a dedicated event website or landing page where attendees can learn more about the event, register to attend, and access event updates and resources.

By curating an event in partnership with size-inclusive brands and designers during New York Fashion Week, Pinterest can amplify its commitment to diversity and inclusivity while showcasing its trend forecasting capabilities and empowering users to discover and embrace fashion that celebrates all body types.

Global Perspective

Pinterest's user base spans across the globe, representing diverse cultures, languages, and preferences. By adopting a global mindset, Pinterest can ensure that its features, content, and partnerships resonate with users worldwide.

To gather feedback on a global scale, Pinterest could leverage multilingual surveys or feedback forms to reach users in different regions and language groups. Additionally, conducting user testing sessions with diverse groups of users from around the world can provide valuable insights into cultural nuances and preferences, helping Pinterest tailor its offerings to better meet the needs of its global user base. This could already be in-progress, but since I’m not at Pinterest, there’s no harm in including this section!

Conclusion: Driving Engagement through User-Centric Innovation

Pinterest's focus on diversity, inclusivity, and user experience underscores its commitment to creating a platform that resonates with users from all walks of life. By offering inclusive tools and actively soliciting user feedback, Pinterest not only enhances the user experience but also fosters a sense of belonging and empowerment among its global community. I’m excited to see how they continue to innovate and develop their AI technology to create a more inclusive online community.

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