How to Up Your Boutique’s Glamour Game on Pinterest for Fashion Week

Everyone's favorite pinnable social network is a gold mine for boutique owners. Learn how to use it to your advantage.
Use Pinterest to create 'inspo' looks and build hype for shoppers over Fashion Week. (Photo: CatwalkPhotos)

From retailers to designers to magazine editors, models publicists and producers, the moving parts of New York Fashion Week all converge each year to create a mind-blowing preview of fashion’s biggest trends.

And if you run a boutique, you know that this momentous annual event is right around the corner – starting Sept. 6 and running through Sept. 14. So what can you do to capitalize on it? It starts with a little social media network called Pinterest. Here are a few expert tips on how to use Pinterest to boost business during Fashion Week this year, and every year.


“[Posts] should include complete outfits ideas, even if only one of the items in the outfit can be found in your boutique. The one item should, however, be the most important part of the look.” -Naomi Coleman (Photo: Naomi Coleman)

Build anticipation

In the days leading up to Fashion Week, many editors, celebs and stylists spend hours piecing together noteworthy looks to build anticipation of outfits. According to Naomi Coleman, a fashion publicist and owner of Access by NKC, those folks wear two or three different outfits a day depending on events.

“The more unique pieces or stylish looks are showcased to others via magazines, blogs, social media, etc.,” she said.

And that’s where you come in. Repost as many pins as possible related to the lead-up to Fashion Week that include those unique and stylish looks, and your followers will notice that you’re fashion-forward and tuned into your industry’s rapidly changing cycle.

Create ‘inspo’ looks

Using Pinterest as a sort of modern-day fashion plate, boutique owners can utilize the network by creating “inspo” (millennial-speak for inspiration) looks that include their boutique pieces, giving others a reason to shop. Boutique owners that carry more unique pieces or a variety of styles can benefit most from this tactic.

“The post should include complete outfits ideas, even if only one of the items in the outfit can be found in your boutique,” Coleman said. “The one item should, however, be the most important part of the look, encouraging customers to shop with you.”

Related: How to Make Your Brand’s Pinterest Board Convert to Sales

Make sure your post is searchable

Social media experts like to refer to Pinterest as a “visual search engine.” What does that mean for you? It means if your content is not searchable, it won’t be found or seen.

“Just like when you are writing your blog articles or posting on your business Instagram account, you want your content to be searchable,” said Neil Patel, a social media expert and co-founder of Neil Patel Digital.

How do you do this? By getting to know the landscape of Pinterest: its many boards, popular categories and most viewed pins. Then you’ll be able to post on relevant boards and get optimal views.


Do a little Pinterest research so that you know which posts are relevant to your audience. (Photo: Neil Patel Digital)

Don’t forget about the men

While 80 percent of Pinterest users are female, men are starting to catch the Pinterest bug. In the past year, the number of male users has doubled, making them the network’s fastest growing demographic, Patel said.

For you, it’s important that you don’t overlook your male customers in your pursuit of Fashion Week traffic. Post content that appeals to male shoppers as well, such as the latest runway trends in men’s fashion, jewelry and accessories.

Related: How to Get Customers to Fall in Love With Your Brand

Emphasize expertise

If you carry a specific brand that has a big show during Fashion Week, gather up as much information as you can to bring to your followers about it. For instance, if a brand is switching its focus from skinny to straight-leg jeans, create a sleek, visual-heavy post explaining the shift and what that means for your boutique.

However you choose to promote your business for Fashion Week, make sure it’s from a place of expertise, giving current shoppers another reason to visit your store, and hopefully attracting new ones, too.

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