A new move for Google: its entry into the fashion sector is confirmed with the new site Boutique.com, an e-commerce platform for purchasing clothing, accessories, and shoes.
Google is adding a touch of glam and diving into the fashion market with its new online store, Boutiques.com.
Boutiques.com will offer a dual possibility: users will be able to purchase clothing, apparel, footwear, bags, and accessories both directly from the Google store and through external partners – from brands to emerging designers, as well as established names and traditional retailers – that Google will gradually acquire within Boutiques.com.
Google’s fashion site is already live and functional, but currently, it’s only available in the United States and exclusively for the women’s fashion section.
Naturally, the user experience on the site clearly reflects Google’s approach: even between a skirt and a sweater, the search engine will analyze user behavior, suggesting similar or related items, following the user’s style as intuitively captured by an algorithm developed by Like.com, a company recently acquired by Google.
In this way, the system will guide users to “minisites,” still within the scope of Boutiques. These minisites will be organized by different styles and rich in images, allowing users to find inspiration and make confident choices. It’s also possible that users may be directed to external portals, perhaps to the official websites of their chosen brands.
While the move into the fashion sector might be somewhat surprising, one might wonder about the truly revolutionary aspect: as presented today, Boutiques.com appears to be a large aggregator of online stores, not unlike price comparison sites.
Certainly, the algorithm that captures user style is not something every virtual store possesses, but beyond that, there don’t seem to be any particularly groundbreaking features.
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