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"During New York Fashion Week last September, Oscar de la Renta generated a flurry of press and consumer engagement when the fashion house used Tumblr to crowdsource live coverage of its runway show. \nNow, the company is drawing attention by using the latest social platform du jour \u2014 Pinterest \u2014 to share photographs of its bridal show with followers in real-time Monday.\nOscar de la Renta's team began \"live-pinning\" photos of show preparations to a designated bridal board on its branded account Sunday evening. The rate of uploads has steadily increased since then, as programmes are laid out on chairs and models undergo hair and makeup backstage. The show begins at 11 a.m. ET.\nOf the decision to use Pinterest to promote the show, Alex Bolen, CEO of Oscar de la Renta CEO, admitted that it was a last-minute idea, but that it did align neatly with the company's goals to constantly experiment with visually oriented forms of social media. \"Pinterest has got a lot of momentum right now, and we want to be involved with people [and platforms] who have momentum,\" he told Mashable.\n\n\n\n\nWhen asked if Pinterest had become a significant driver of referral traffic or sales on the brand's website, Bolen said that the company is \"unable to draw a direct correlation between our activity on Pinterest and ecommerce activity.\" But that's not the goal, he added. \"As with all of the experiments we try here, we want people to spend time paying attention to us, not our competitors.\"\nHe added that the company is collaborating on a project with Fancy, a Pinterest-like startup with a more ecommerce-oriented business model, that may focus more directly on sales."^^<http://www.w3.org/2001/XMLSchema#string>
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