Instead of using commercials and advertisements on webpages as marketing mechanisms, companies are now using consumers as advertisement. On Pinterest, people can go to a website, like American Eagle for example, "Pin" a piece of clothing to their board on pinterest and create a link back to American Eagles wesbite, allowing others to go look and purchase this clothing. All the work is put in by the consumer and it takes the company no effort.
http://pinterest.com/search/?q=clothes
In the same vein, I think it is interesting that people buy brand-identified clothing and by wearing them are paying to advertise the brand.
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