5-year-old social bookmarking startup Pinterest has revealed that it has more than 100 million monthly active users. Popular for fashion and creativity, it also informed that there are nearly 300 million boards about fashion, created by Pinners looking to discover their sense of style.
Additionally, Pinterest says people save more than 24 million fashion ideas every day on the network. Building on this user behavior, Pinterest has launched a new feature, Pinterest Palettes that looks at user boards and unearths the users’ personal color palette using colors right from the saved Pins.
To implement the feature, Pinterest has associated with clothing and accessory retailer Topshop, enabling customers to browse the company’s e-commerce site — or in the retailer’s NYC SoHo and London Oxford locations — using color schemes that are suggested by the Pins they have saved. Users who log into the Topshop site using their Pinterest credentials will be presented with palette options based on their “color DNA.” They can also browse palettes from boards specific to each fashion week.
Here’s how it works: “Each strip in a Pinterest Palette is generated using the dominant color of a Pin, and the full Palette is made up of the colors in a group of Pins saved to a specific board, or the Pinner’s full account,” Pinterest explained in a statement. “There are more than 16 million color tone possibilities.”
Make your way over to Topshop.com. You can either see how the Pinterest Palettes work with the help of the three boards that Topshop has created on the recently concluded New York Fashion Week. Select any board, you would get to see the pinned items in the board and thereafter you would see the board’s unique color DNA or the Pinterest Palette. Click on a color and check out the latest styles to shop based on the Pinterest Palette.
Topshop.com also gives the ability to connect to Pinterest, once your account is authenticated you would be asked to choose a board. Minimum ten saved pins have to be there for the latest feature to work.
Topshop.com would be doing a similar integration for the upcoming fashion events in London, Milan and Paris.
Earlier this year Pinterest had opened up its platform for the developer community. Polyvore and IFTTT were the first third-party services to be integrated with its network. The move came right two months after Pinterest announced that it was opening API access to developers; and had promised that it will be followed soon by more integrations.
Enabling commerce on its platform has been the focus of the $11 billion company which raised $367 million in the first quarter of 2015. In the month of June, Pinterest confirmed that it will introduce Buyable Pins that will allow users to buy products via Apple Pay or a credit card.
To begin with Pinterest launched with 2 million items ready for purchase while joining hands with major retailers like Macy’s, Nordstrom and Neiman Marcus, Michael’s, Jo Ann Fabric, as well as brands like Kate Spade, Cole Haan, among others.
Pinterest Palettes is an excellent beginning to make commerce happen based on the color preferences that the saved Pins represent. A user is more likely to be interested in buying items in her favourite colors. Topshop wouldn’t be the last company that Pinterest would like to experiment with for this feature.