Debenhams Group has had plenty of news to share of late and this week’s no different with an update on the progress of its Pinterest partnership and the launch of an illustrator collab.
To “increase brand awareness and boost customer growth”, the group earlier linked up with Pinterest and as part of its growth strategy and marketplace shift, it’s “successfully utilising the visual search and discovery platform to reach an engaged audience through Pinterest’s growing suite of AI tools”.
The company owns labels including brands including Debenhams itself, PrettyLittleThing, boohoo, boohooMAN and Karen Millen, and it’s the Debenhams brand itself that has been the first to launch a campaign on Pinterest. It’s “working closely with Pinterest on a marketing strategy to help position it as the ‘go-to’ shopping destination across home, fashion and beauty”.
We’re told the majority of users come to Pinterest with the intention to shop and 96% of their searches are unbranded, so the e-tailer sees Pinterest as “the ideal platform to reach an engaged audience, at the very moment they’re making their purchasing decisions”.
It’s using “inspirational, design-led content, enabling more shoppers to discover must-have brands and products that are available to instantly shop across its growing marketplace, which is now home to more than 15,000 brands”.
The company said this has resulted in “enhanced brand discoverability and increased instant shopping” for those brands.
Following a bridal campaign this year, it also led to the “conversion of consumer attention into commercial action creating measurable business results” with “75% better click-through rates, compared to category benchmarks for a bridal campaign”.
The company added that “to help capture shoppers open to discovering new products and brands, Debenhams has launched targeted outreach. The aim is to convert shopping inspiration into purchasing action, encouraging curious shoppers to consider buying from Debenhams”.
And “lower-funnel activity will convert high-intent users considering a purchase into returning Debenhams customers. By using dynamic product advertisements, Debenhams is able to surface timely offers and drive conversations, maximising its return on advertising spend, whilst fuelling customer loyalty and driving repeat purchases”.
Meanwhile, the group’s warehouse brand has this week launched a new collab with British fashion illustrator Tony Green. The limited-edition capsule collection “champions bold expression, artistic freedom, and modern femininity, blending Green’s signature abstract aesthetic with Warehouse’s contemporary design sensibility”. The result is a collection of “wearable art that transforms everyday fashion into a canvas for creativity”.
The pieces, which includes tees, dresses, denim and a variety of separates, are priced from £35 up to £79.
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