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How Pinfluencers can benefit from digital showrooms

How Pinfluencers can benefit from digital showrooms

How Pinfluencers can benefit from digital showrooms

Pinterest is a social media platform that most people use as an online vision board. Pinterest is capturing dreams – being used as a tool to plan the future. So why not take part in planning the future? Pinterest offers you the opportunity to meet your customers when they feel inspired and lets you take part in creating an inspirational atmosphere, thus leading to future purchases.  Here is why you should keep Pinterest Influencers, referred to as Pinfluencers, in mind when arranging your digital showroom.

Get familiar with Pinterest

Pinterest is more than just a medium to share photos, videos, and other inspiring content. Its abilities go beyond being a regular social media network. Read along to get insight on why Pinterest stands out in terms of driving traffic and marketing value for individuals but brands especially.

With more than 400 million people visiting Pinterest every month, Pinterest holds a huge potential to increase and drive traffic but also to raise awareness in regards to interesting stories and streams of content. People are on Pinterest to try new things, save new ideas, and often to make their next purchase. Insights show that 85% of the users on Pinterest go to the platform when starting a new project.

Furthermore, the platform attracts mostly female users, as six out of ten pinners are women who are mainly interested in home decor and interior boards. Looking for and finding inspiration is Pinterest’s business model as it offers a huge variety of clickable boards, and its users have more than 200 billion pins saved which account for the credibility of the platform and makes it attractive for marketers and inspiration seekers. With over 28% of marketers using the platform for their business efforts, and 97% of searches on the platform being unbranded, there is a wide area of use for different purposes.

Pinterest is where people browse, discover and buy. Show up at the moment of inspiration, and take your audience from idea to “I did”.

– Pinterest Business

How to use Pinterest as a brand

Distributing your content as a brand on Pinterest is very easily managed. The platform makes it possible to organize content tailored to your needs, including organizing boards in regards to themes, ideas, plans, or types of inspiration. It will be very easy for Pinfluencers and users to click through your boards and share or re-pin their favorites. As a brand, you are also able to make your posts “shoppable”, which means consumers can directly access any product being advertised on any curated board. Furthermore, the platform offers a “live links” function on content which enables you as a brand to drive traffic to your own website or business directly through the curated post. This is especially valuable if you enable clickable links in your content.

Another aspect worth highlighting is that building a community with Pinterest has become easier than it has ever been before. The platform is built upon interaction and is a two-way street. This makes it possible to build long-term relationships with your followers by, for example: following their accounts, commenting on similar content to yours, using the right keywords/hashtags, and matching your presence on Pinterest with all your other social media channels. If you want to step up your game even more, the option to pay for a “Pinterest ads account” will enable you to run ads on the platform, increasing your visibility and engagement rates even more.

People on Pinterest are eager for new ideas, which means they want to hear from you. Content from brands doesn’t interrupt on Pinterest – it inspires.

– Pinterest Business

The benefits of working with Pinfluencers

Pinterest is a social media platform designed for commerce, making it the go-to place for consumers in the mood for shopping – or for those looking for inspiration. This makes Pinterest the ideal place for consumers to get to know your brand. Pinterest as a marketing tool isn’t solely targeted towards brands directly. Collaborations with Pinfluencers can be the easiest way to access large followings on Pinterest. Consumers are inspired by their favorite Pinfluencers and are seeking their platforms to find inspiration for their next purchase. For that reason, Pinfluencers can be a valuable asset for your brand – making your products visible on the ultimate go-to platform for inspiration.

When working with a Pinfluencer, there are various ways to go about it. The first option presents itself as a mere partnership between the brand and the Pinfluencer, resulting in the Pinfluencer sharing imagery and pictures from your brand portfolio/image bank thus redirecting traffic towards your brand and creating buzz. The second option incorporates the special delivery of imagery, directly created for you as the brand from the Pinfluencer. We are talking about content that has been solely created for the sake of promoting a specific product/service of your brand. A paid partnership that is being followed by many more creative ventures like this can create a satisfying relationship between both parties.

The world of marketing is changing, and creating a lasting impression as a brand is more important than ever before. Therefore, Pinterest offers a unique opportunity for lifestyle and fashion – brands to align with visual worlds that mirror their own aesthetics. Effects such as driving traffic of like-minded people and potential new brand enthusiasts can occur.

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How can Pinfluencers benefit from digital showrooms?

Digital Showrooms can be a helpful tool for Pinfluencers. That is why it is important to keep your imagery updated and easily accessible. Pinfluencers are browsing through aesthetically pleasing imagery every day, so they expect your digital showroom and platforms to be beautiful – this is the first step in being an attractive collaborating partner to a Pinfluencer. They make a living on aesthetics and of course, only wish to develop their boards with beautiful imagery. The digital showroom is a ticket for the Pinfluencer to get direct access to professional pictures and content for their boards. Uploading the pictures from your image banks to Pinterest makes it even more convenient for the Pinfluencers to pin your pictures and add them to their own boards. So if you really wish to get the attention of Pinfluencers, be on Pinterest, be visible and keep on uploading.

Pinterest Predicts

Every year Pinterest creates its predictions for the upcoming year. It is not the typical “trend” report, rather a “not-yet-trending” report. Take a look at their interesting predictions for 2021, in regards to Fashion, Beauty, and Home, right here;

Fashion Predictions

Athflow - Athflow is the new Athleisure

“When athleisure meets elegance—that’s athflow. Flowy pants, casual jumpsuits, and oversized outfits will replace athletic clothes as the new go-to loungewear. Athflow is professional enough for the “office,” stretchy enough for the yoga mat, and comfy enough for the couch”

Cocoon Swoon - Cocooning is the new Layering

“Blankets as a fashion statement? Oh yes. Pinners will turn to shawls, puffers, and slouchy socks in 2021—no matter the weather. Let’s make cozy comfort part of every season”

Up clothes and personal - make it is the new work it

“Make it your own. Gen Z will take personalization to the next level with DIY everything, from painted-on denim to custom crewneck sweatshirts”

Home Predictions

Vibey Lights - Neon hue is the new you

“Neon rooms will get the spotlight treatment—especially from Gen Z. Pinners will reinvent their bedrooms with bright, color-drenched lighting for majorly moody looks. LED lighting is a 2021 vibe”

Dish is out - Shelfies are the new gallery walls

“Calling it now: kitchen shelves will be the new favorite corner of the house in 2021. People will collect and invest in eye-catching dinnerware, from colored glassware to handmade clay plates”

Japandi aesthetic - Japandi is the new modern

“Every decor lover just swooned. Japanese design meets Scandinavian minimalism in this rising home decor trend. Sleek lines, neutral color schemes, and calming setups will be on the radars of Pinners everywhere”

More door - Cloffice is the new home office

“Say goodbye to open floor plans. Pinners are getting creative with closed doors. In 2021 we’ll all learn what a “cloffice” is. Even when doors aren’t available, people will find new ways to create some personal space”

Beauty Predictions

Skinimalism - Skinimalism is the new glow up

“It’s the end of the caked-on makeup look. Pinners will embrace slow beauty and let their natural skin texture shine through. This new “effortlessly chic” routine is simple and sustainable”

Indie beauty - Cheeky is the new chic

“Take it from Gen Z: indie isn’t what it used to be. Their version is defined by bold-colored crop tops, baggy jeans, and emoji-inspired makeup and nails. When it comes to beauty, 2021 will be about feelin’ cute”

Poppin' protective styles - Low-maintenance is the new high heat

“Pinners will get creative with braiding techniques that are protective, low-maintenance, and glamorous. Beyond the braids, style mavens will add their own personal touch with beads or colorful highlights”

Rainbrows - Defiant brows the new defined brows

“Brush up your brow game. In 2021, people will embrace bold brows and experiment with statement-making styles. Nothing is too out-of-the-brow this year”

To get access to the curated lists of Pinfluencers and more;

   
Image: Unsplash

References: Pinterest

Sarah is the Lifestyle Researcher for the Danish market at VOCAST. She is very passionate about the fashion industry and along with her work at VOCAST she studies Communication at Copenhagen Business School.

Kevin is the German Lifestyle Researcher at VOCAST. He has a degree in Fashion Journalism and Media, which makes him an expert in all things fashion and lifestyle. While he currently undergoes his second education in Marketing & Communication Design, he also established a strong interest in Social Media and Communication Strategy.

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Vogue Scandinavia

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This August, the highly anticipated Vogue Scandinavia was launched. Comprising a whole region, the edition covers the Nordic countries of Norway, Sweden, Denmark, Finland and Iceland. The magazine aims to be an emblem of modern Nordic fashion, combining elements from...

Vogue Scandinavia

Vogue Scandinavia

Vogue Scandinavia

This August, the highly anticipated Vogue Scandinavia was launched. Comprising a whole region, the edition covers the Nordic countries of Norway, Sweden, Denmark, Finland and Iceland. The magazine aims to be an emblem of modern Nordic fashion, combining elements from all the Nordic countries to highlight the characteristics of their unique fashion. 

Vogue is with its vast history and global impact considered a worldwide fashion authority. The power of Vogue and the impact of being featured in a Vogue magazine has acquainted the magazine a status of a guiding star for readers and brands to follow. Therefore, the launch of Vogue Scandinavia marks a significant moment in the Scandinavian fashion history.

The 28th edition of Vogue: Vogue Scandinavia

In June 2020 the launch of Vogue Scandinavia was officially announced. With the ever increasing impact of Scandinavia as a fashion destination, the new edition was met with excitement – it serves as a natural addition to the catalogue of different Vogues. The magazine emphasises the role of Scandinavian fashion on an international level.

By publishing Vogue Scandinavia in English, the magazine isn’t only made easy accessible for the Nordic countries, but worldwide. In addition to representing key features of Scandinavian fashion, the magazine takes a political stand on concerns and values of the Nordic region.

Vogue: a fashion history 

Vogue Magazine originates from America, where the first ever edition saw the light in 1892. Since 1909, the magazines have been part of Condé Nast Publishers. Vogues first international edition, British Vogue, was launched in 1916, and marked the beginning of what would become a global fashion powerhouse. Today, Vogue is published in a total of 19 languages, targeting a massive worldwide audience. The launch of Vogue Scandinavia marks the magazines’ 26th international edition.

With its long history and establishment, Vogue Magazine has heavily influenced the development of the fashion magazine industry. Furthermore, its impact on fashion trends remains prevalent to this day. In 2009, The New York Times named Vogue “high fashion’s bible”.

Vogue Scandinavia ethos: Sustainability on the front page

Vogue Scandinavia aims to cover fashion in a sustainable matter. Its Editor-in-Chief, Martina Bonnier, has been working actively with sustainable fashion for the past 20 years – and has made sure that environmental matters are a key pillar in the launch of Vogue, being carbon neutral from day one. This represents the love and care of nature that is apparent across the Nordics. According to Bonnier, it is this common link of nature that binds Nordic people together. This is reflected in the first issue of Vogue Scandinavia, and will remain a central theme in upcoming issues.

 

“Our goal is to give back more than we consume, to become carbon negative throughout our whole value chain”

– Mariann Jacobsson, Vogue Scandinavia’s Head of Sustainability.

 

 

The fashion industry is notorious for its environmental footprint; Vogue Scandinavia is hence putting a heavy emphasis on how one can lead a more modern and sustainable fashion consumption. This is not only represented through the content of the magazine, but in all levels of the production chain. Vogue Scandinavia is transparent in their sustainable processes, from how the paper of the magazine is locally sourced and produced in the Finnish woods, to how they have cut out plastic wrapping and gone for a more environmentally-safe wood fibre packaging.

To further minimise waste and be more sustainable, Vogue Scandinavia will be the first edition of Vogue not to be sold in physical shops. Its 6 yearly issues are exclusively to be bought on the online Vogue Scandinavia platform. With the publishing industry becoming more digitalised, Vogue Scandinavia solely being represented online utilises the advantages of online platforms. Vogue Scandinavia aims to serve its readers as a three-dimensional experience consisting of look, smell and sound; scented paper and digitally sourced sound.

 

“We hope to inspire our stakeholders, industry colleagues, and our loyal readers to make small changes for good. A small step made by many people creates a movement, and we are proud to be leading this movement in our industry.”

– Mariann Jacobsson, Vogue Scandinavia’s Head of Sustainability.
 

Meet the Editors

Martina Bonnier

Martina Bonnier is the Editor-in-Chief at Vogue Scandinavia.

 

 

Konca Aykan

Konca Aykan is the Fashion Director at Vogue Scandinavia.

 

 

Allyson Shiffman

Allyson Shiffman is the Senior Fashion Writer at Vogue Scandinavia.

 

 

Josefin Forsberg

Josefin Forsberg is the Junior Fashion Writer at Vogue Scandinavia.

 

 

Camilla Larsson

Camilla Larsson is the Fashion Editor at Vogue Scandinavia.

 

 

Rawdah Mohamed

Rawdah Mohamed is the Norwegian Fashion Editor at Vogue Scandinavia.

 

 

Sophia Roe

Sophia Roe is the Danish Fashion Editor at Vogue Scandinavia.

 

 

Natalie Setterwall

Natalie Setterwall is the Digital Editor at Vogue Scandinavia.

 

 

Celine Aagaard

Celine Aagaard is the Sustainability Expert at Vogue Scandinavia.

 

 

Asa Steinars

Asa Steinars is the Nature Expert at Vogue Scandinavia.

 

 

Gucci Westman

Gucci Westman is the Beauty Expert at Vogue Scandinavia.

 

 

Marianne Theodorsen

Marianne Theodorsen is the Handbag Expert at Vogue Scandinavia.

 

 

Kristian Haagen

Kristian Haagen is the Watch Expert at Vogue Scandinavia.

 

 

Sandra Hagelstam

Sandra Hagelstam is the Shoe Expert at Vogue Scandinavia.

 

 

Mikko Puttonen

Mikko Puttonen is the Gender Fluidity Expert at Vogue Scandinavia.

 

 

Mona M Ali

Mona M Ali is the Diversity & Inclusion Editor at Vogue Scandinavia.

 

 

Tom Pattinson

Tom Pattinson is the Editorial Manager at Vogue Scandinavia.

 

 

Jennifer Nilsson

Jennifer Nilsson is the Social & Commercial Media Editor at Vogue Scandinavia.

 

 

Rebecka Thorén

Rebecka Thorén is the Assistant to the Editor-in-Chief at Vogue Scandinavia.

 

 

How to reach the Editors

The editorial of Vogue Scandinavia is a wide variety of Editors and Experts, all prominent contacts within the Scandinavian fashion industry. VOCAST have gathered consent from the entire editorial and created a list solely dedicated to Vogue Scandinavia.

 

If you wish to subscribe to our Vogue Scandinavia list, please contact us here:

Sarah is the Lifestyle Researcher for the Danish market at VOCAST. She is very passionate about the fashion industry and along with her work at VOCAST she studies Communication at Copenhagen Business School.

Sara is the Norwegian Market Coordinator at VOCAST, responsible for Norwegian fashion and lifestyle research. When not at VOCAST, she studies Brand and Communications at Copenhagen Business School. Besides work and studies, she is a travel, music, and movie enthusiast.

 

Josefine is the Swedish Market Coordinator, responsible for the fashion and lifestyle research and coordination within the Swedish market. Alongside her work, at VOCAST she is finishing her studies in Communication Design & Media in Copenhagen.

 

 

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Denmark: Why and how to conquer the lifestyle market

Denmark: Why and how to conquer the lifestyle market

Denmark: Why and how to conquer the lifestyle market

VOCAST has been curating lists for the Danish Fashion and Home Interior sectors for many years. Due to the relevance of conquering the Danish Market for all lifestyle brands. Danes value design, quality, transparency – and the storytelling of a brand. With a strong national identity and pride in Danish Design – the Danes love to support the brands that differentiate on both design and histories. 

Find a recap of important things to know about the market. Here is why and how you should go about conquering the Danish Lifestyle Market:

Quality over quantity

Danes are born and raised surrounded by nothing but quality. The Danish design heritage and excellent quality are, for that reason, very important. Offer a Dane vintage and long-lasting styles, with a modern and casual twist – and you will have their heart. The quality of lifestyle is important to the Danes too, and Denmark takes great pride in their welfare state. Doing business in the Danish Market is built on trust, actually, everything the Danes do is built on trust – trust is a key value in the Danish culture. Honesty and a strong relation with your collaborating partners is expected in Denmark.

Keep it cool and casual

Danes are in general highly educated and well informed. But, there is no need to be formal when approaching a Dane, they are known for their informality. Humor is the key to get the attention of Danes – don’t forget they have been awarded the title of the happiest country in the world multiple times. At the same time, Danes love efficiency so keep the casual approach, but don’t get slobby – Danes have deadlines, and they will follow them!

The pride of Danishness

Danishness” – a core value for Danish people. The Danes take great pride in being Danish and the ideology of Danishness – they tend to almost worship the culture and their design. It might be due to the fact that Denmark is such a small country, that the national identity has to be at its highest. ‘Danish Design’ is a value stamp for Danes, and many feel supportive of their fellow Danes. So when it comes to the Danish market, bear in mind that everything you do has to align with the Danish culture and value-set. The Danes may commute by bike and value practicality in their homes and outfits, but that does not mean they will ever downgrade on design nor on quality.

 

Get acquainted with the Danish media landscape

Included in VOCAST’s Danish curated lists

 

A rich influencer scene

The Danish influencer scene is aesthetically pleasing to the eye, with respect for the Danish values of quality and design. Denmark is the most daring country in Scandinavia in regard to color and pattern mixing. This is clearly shown when browsing through the landscape of Danish lifestyle influencers. The fact that Denmark is quite a small country can be an advantage for up & coming influencers since it is possible to quickly move up the ladder and achieve a quite big following. With that said, the Danish Influencer market is constantly evolving, with new profiles arising weekly. You can always find a Danish influencer matching your brand values and aesthetics.

Pernille Teisbæk

Pernille is one of Denmarks Fashion Influencers with the highest following on Instagram. Pernille Teisbæk has 1M followers and is working as a Stylist and Creative Director.

Cathrine de Lichtenberg

Cathrine is a Danish Home Interior Influencer with 71,3K followers on Instagram, surrounded by a rainbow of colors wherever she goes.

Emili Sindlev

Emili is a Danish Fashion Influencer with around 600K followers on Instagram, living the Copenhagen life. You will always see her incorporate a hint of neon in her urban-street-chic outfits.

Michael Schmidt

Michael is a Danish Interior Influencer, with a following of 26K on Instagram. His profile is showcasing the essence of Danish design, with high-quality minimalism and a splash of color.

 
 

 

Ella Karberg

Ella is a Danish Fashion Influencer with a following of 194K on Instagram, representing the younger part of the Fashion industry with a playful and colorful style.

 
 

 

 

Key publishing houses

Denmark has a long-standing design history affecting the publishing landscape, consisting of multiple magazines addressing various spectrums of Danish design and fashion.

As Denmark is a small country, with a small media landscape – you will find a few key publishing houses holding the most important lifestyle magazines:

Aller Media

Aller Media is the leading publisher of magazines and weeklies in Denmark, holding publications such as ELLE, Femina, IN, Mad & Bolig og Dossier.

Story House Egmont

Egmont is one of the leading Nordic media companies, holding publications such as Eurowoman, Euroman, ALT for Damerne, BoligLiv & RUM.

Bonnier Publications

Bonnier Publications is holding a wide portfolio of inspiring publications, including Bo Bedre, Bolig Magasinet, COSTUME, COSTUME Living, iForm, Liv, Woman, and more.

 

Meet some of the editors

Cecilie Ingdal

Cecilie Ingdal is the Editor-in-Chief at ELLE Denmark and has been since the publication of the magazine. 

 

Anne Lose

Anne Lose is the Editor-in-Chief at Eurowoman Denmark & RUM Interior Design. 

 

Barbara Gullstein

Barbara W. Gullstein is the Senior Fashion Director at Eurowoman & Euroman Denmark. 

 

Sophia Roe

Sophia Roe is the newly announced Danish Fashion Editor at Vogue Scandinavia. 

 

 

To get access to the Danish curated lists of these Magazines, Influencers, Stylists, Editors-in-chief, Editors, and more

   

Image: Copenhagen Fashion Week Image Bank.

Sarah is the Lifestyle Researcher for the Danish market at VOCAST. She is very passionate about the fashion industry and along with her work at VOCAST she studies Communication at Copenhagen Business School.

 

 

 

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How Pinfluencers can benefit from digital showrooms

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