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[Infographic] The Top Pinterest Fashion / Retail Brands — And How They’re Succeeding.

Ranking Pinterest Fashion / Retail brands by Followers, Organic Buzz, and Engagement

Using Tailwind’s Pinterest Analytics Tool, we tracked many of your favorite retail fashion brands on Pinterest during the fourth quarter of 2012.

As with the Pinterest Restaurant Infographic, we picked 6 of the top Pinterest fashion brands and pitted them against each other in 3 main categories:

  • Audience (who has the most Pinterest followers and who’s growing the fastest?)
  • Buzz (who is the Pinterest community talking about most?)
  • Engagement (which brand’s pins are getting the most repins, likes, and comments?)

Read on to find out which retail fashion brands are succeeding on Pinterest — and why!

Top Pinterest Fashion Retail Brands
Click to Enlarge

Pinterest Follower Growth:
  • L.L. Bean and Lululemon ended 2012 with the most followers among Pinterest fashion brands, but Anthropologie had a staggering 86% growth in Q4.
  • Although L.L. Bean had ended December with 4.2 million followers, at one point they had as many as 4.6 million total followers.  L.L. Bean lost over 800,000 followers overnight when Pinterest deleted spam accounts in early December. 
Organic Buzz (Brand Mentions):
  • How we measure Buzz: We track how often a brand is mentioned by all Pinterest users. Brand Mentions are pins generated organically from a brand’s website, like when someone uses their “pin-it” browser bookmarklet
  • What the data shows: You don’t need millions of followers to generate the most engagement on Pinterest. Both Anthropologie and Urban Outfitters earned over 15 times as many organic brand mentions on Pinterest compared to L.L. Bean and Lululemon.
  • The secret to Anthropologie and Urban Outfitters’ popularity: visually appealing, pinnable items on their website and the inclusion of “Pin It” buttons on the photos.
Audience Engagement:
  • As a whole, the retail fashion category has incredibly high pin engagement rates ranging from 94% to 99%, thus proving something most of us already knew: fashion is big on Pinterest (*shock*).
  • However, digging further reveals that not all Pinterest fashion brands are created equal.   Anthropologie really stood out from the rest with an astonishing 99% engagement rate and almost 70% of pins having over 100 repins, making them the best at giving their users what they want.  When your pins get this kind of engagement, you know you’re doing something right.

Want to see how you stack up against your competitors on Pinterest? 

Track your competitors on Pinterest with Tailwind Analytics.

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Melissa Megginson is resident Community Manager and Cat Lady at Tailwind, the leading Pinterest & Instagram tool for brands. Melissa specializes in affiliate marketing, public speaking, and making our members look good. Find her on Twitter and Instagram at @MelMegg.

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