Last week’s announcement Gucci that it’s partnering with social advertising start-up Triple Lift shows the importance of Pinterest to fashion brands

Last week’s announcement by Italian fashion brand Gucci that it is to partner with social advertising and e-commerce start-up Triple Lift in a move that will allow consumers to pin items directly from its autumn 12 campaign onto Pinterest, shows how important the pin-board website is to the social strategies of fashion retailers and how many are looking at innovative ways to maximise its effect.

The technology will allow consumers to pin items shown in the luxury brand’s campaign banner ads onto their own personal pin-boards on the social media platform, and will provide analytics that then track the engagement and earned media exposure as the images are shared on the site.

This is a good example of how fashion brands are seeking to make the most of their advertising to reach out to consumers digitally via social media.

There’s no doubting that Pinterest itself, with its visually-led nature, is a key platform to watch when it comes to fashion retail. Though only launched in 2010, the social media site is gaining ground in the market against its more established rivals. In fact, a recent report from data analytics company Comscore showed that Pinterest’s UK audience is growing quickly, with 250,000 unique users in January 2012, up 76% from May 2011.

Fashion brands and retailers should think about how they too can leverage their own online advertising assets, and how this could potentially drive further engagement with their consumers via social media.