Target to Collaborate With Top Pinterest Users on Party Collections
The retailer is working with three top 'Pinners' to design party-themed capsule collections that will be sold in stores and online.
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By now, it's old hat for brand-name designers to team up with discount retailers (Stella McCartney for H&M, Isaac Mizrahi for Target, Vera Wang for Kohl's, to name just a few). But Target now plans to dip into a new pool of talent by partnering with three of Pinterest's top influencers.
Joy Cho of Oh Joy, Jan Halvarson of Poppytalk and Kate Arends of Wit & Delight -- who, in addition to be Pinterest darlings ,write fashion blogs or work in design in some capacity – will collaborate with the retailer on limited-edition collections of party items to be sold in stores and online.
While not traditional design celebrities in the vein of past collaborators like Marc Jacobs or Mizrahi, these top 'Pinners' are all "influencers"(that much coveted adjective) in their own right. The partnership officially begins March 16, when blogger Cho – who has 13.6 million followers on the platform – will debut her party collection. Jan Halvarson (8.3 million followers) will launch her collection in June, and Kate Arends (2.6 million) will follow suit in September.
If you add these numbers together and then compare the total to Target's Pinterest followers (less than 150,000), it's easy to see why the partnership is a good move for the retailer.
Pinterest is a valuable social platform for marketers. While Twitter and Facebook often dominate the headlines, studies have shown that Pinterest shoppers are spending significantly more per pay check, averaging $140–$180 per order compared with orders of $80 and $60 for Facebook and Twitter shoppers, respectively. And according to Pinterest, there are more than 700,000 party planning related items pinned every day.
"Pinterest is such a popular destination for entertaining inspiration, so we're partnering with the platform's top tastemakers to bring their inspiration to life through beautifully designed party collections," Rick Gomez, senior vice president of marketing at Target, said in a statement. "We are proud of Target's pioneering efforts in the design space and this collaboration is the first-of-its-kind in retail."