Google launches Boutiques.com
By Nicole Freeman
Google today unveiled Boutiques.com,
an online shopping experience with a difference. Not only is it packed
with the latest fashion items from celebrities, stylists, designers, and
fashion bloggers, but it also uses state-of-the-art technology to
identify your own individual style and come up with matching
First and foremost, Boutiques is an online
shopper’s dream. The thousands of items are divided into five main
categories – Shoes, Clothing, Bags, Accessories, and Designers – which
are then further divided into hundreds of sub-categories. Click on any
item, for example Clothing/Tops/Halters, and you will see dozens of
items, complete with picture, label, and price.
Boutiques tab gives you a choice of 9 different online boutiques,
everything from Celebrities to Popular. Under Celebrities, you can
admire – or critique – the styles and selections of personalities as
diverse as Nicole Chavez and Jenna Fischer.
But the really fun
part starts when you create Your Boutique. Here, you are presented with a
seemingly endless array of different looks and each time you are asked
to choose between “MORE my style” or “SKIP not my style”. Each time you
approve of an item, the “Stylyzer” takes another step towards nailing
down your own personal look.
Although sifting through all the
different clothing choices is a bit like building an avatar, it is an
entertaining and fun exercise. At the end, you will be classified as
either Boho, Casual Chic, Classic, Edgy, Romantic, or Street, and
Boutiques will gently steer you towards designers and labels that are a
fit for your style.
Every item that comes up on the screen is
accompanied by “Love” and “Hate” buttons. Click on one of these and you
provide more data for the Stylyzer. The more selections you make, the
more appropriate the site’s future style suggestions.
aims to build awareness for new styles and fashions of up and coming
designers, as well as the established names. Although similar styles are
grouped together, there is currently no ability to sort by price. In
the “little black dress” category, for example, you can see a Calvin
Klein design costing over two thousand dollars right alongside others
for less than $100.
While there's no advertising on the site,
clicking on the photo takes the visitor to a variety of online stores
such as Neiman Marcus or Nordstrom, depending on the retailer that’s
offering the item. While the site only offers a fashion experience for
women, Google says it expects to include a section for men in the near