
Dress, computer wires by Tina Sparkles for Austin Fashion Week. Photo via Gizmodo.
Currently, if you do a Google search for the key word "fashion", the top result is fashion.net--and not this blog might I add. It seems I have some work to do when it comes to the technical end. A lot of work. So much work that I might very well be happy with the traffic that already passes through, thanks to Google.
It seems my competition has become more fierce, with Google getting into fashion. This Wednesday, the search engine king is set to launch its own platform. The idea is like that of already existing sites like Shopstyle and Polyvore, where anyone can create their own personalized boutique and play stylist.
But with Google involved, I'm guessing this means more tracking of what we fashion types actually do on the web, giving opportunity for highly targeted ads.
Once I Googled those colored ball bit balls to buy for photo shoot props. For a good week, most sights I landed on showed me options of children's bouncing houses, you guessed it, filled with yellow, green, red and purple plastic balls. (if you're noticing my repetition of the word "balls" you are so immature!--or maybe its just me) I digress.
Though where the giant web search engine has the advantage over other similar sites, is that they have the power to hire the heavy hitters. Sarah Jessica Parker, who has come to fame as a fashion icon herself due to her hit show Sex and the City will be a part of the newly created style site. She will be creating her own virtual boutique, so that you may buy anything she likes, that is if you have the cash for the high end Halston. Rumors say that the big G is trying to get Dawson's Creek alumnae and wife of Tom Cruise, Katie Holmes to do the same. Holmes, signature "style" was quite schlubby if you recall, pre-Cruise.
Will Isaac Mizrahi, Tory Burch, Erin Fetherston Marchesa, and Cynthia Rowley have their own boutiques? Check.
Google's Boutiques.com? is essentially nothing different except that it's Google, and they can afford to "invite" the aforementioned to "shop." Already, Shopstyle and Polyvore are the two biggest fashion middle men according to Google analytics with nearly 1.6 unique visitors a month.
OnSugar, which hosts my blog has a partnership with Shopstyle. Often the pieces selected on this blog are taken from this site, as it's easier to link and find sites that provide the wardrobes that I want to showcase. Though, my criticism of Shopstyle is that I can only choose from what they offer. And why shouldn't it? Its a pay service. For sites like Net-a-Porter to be listed on shop style, you can bet they are paying to play. These types of sites are simply the Shopping.com or Bizrate of the fashion industry.
If you are looking for say "Chanel clogs," you'll notice that you may get pictures of clog shoes from various brands, but not the actual real deal Chanel. This is because Chanel, notoriously tight with who buys, sells and advertises their brand, is not paying to have their product on these sites. Karl and company want you to walk your sweet little ass into a real life boutique and buy there. The company has been so concerned with counterfeits, knock offs and brand tarnishing that they've launched several lawsuits, and have even sent out memos to editors warning them of using the Chanel name in any manner that eludes to your cheap crap being remotely like the $2000 merchandise.
What does this mean for Boutiques.com? It will be interesting to see. With the power and checks that Google has, surely they will be able to bring aboard more famous buddies, and perhaps blow its competition to the bottom of the web search abyss. As with all online fashion though, I'm guessing there are some brands you'll never get your little fingers on via the web. And depending on how much these brands have to pay in regard to costs per click, is there room for more indie and original brands to come and play as well? Or will Google's Boutique.com be another case of mainstream luxury or retail chain down market only?