Inside Pinterest’s effort to woo fashion brands

In an effort to highlight its e-commerce efforts, Pinterest brought its online trend boards to life, transferring style tips from the screen to the shelf at a popup event in New York yesterday. 

The display was part of an effort to promote the platform’s featured styles from its recently launched Pinterest Shop, a separate section of the site that features brands that offer shoppable products via “buyable pins.” Pinterest also used the vent to tout its new visual search capability, an offering that allows users to identify a product or find similar styles from a photo. Though fashion is the top category on Pinterest, it has continued to struggle to lure shoppers to actually make purchases on the app in spite of recent additions like the buy buttons and collaborations with brands like Kate Spade New York.

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