marketing

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

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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.

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