Google is venturing into the world of fashion with its new website, set to launch on Wednesday.
The site aims to make fashion extremely handy, anyone will be able to create and share their own personalized shop by selecting style preferences and the looks, brands and items they love and above all to shop fashion online.
The search company has tapped Sarah Jessica Parker to set up her own personalized shop and is reportedly wooing Katie Holmes to do the same.
Oscar de la Renta, Tory Burch, Cynthia Rowley, Marchesa, Isaac Mizrahi, Tracy Reese and Erin Fetherston are some of the big names Google has invited to set up their own virtual stores on the site, although shoppers will most likely also be able to draw on a huge variety of fashion brands for sale online to stock their virtual shops.
Visitors will not actually complete a purchase on Google, but will click through to a brand’s online store or a retailer who carries the item, such as Saks Fifth Avenue, Barneys New York, Net-a-porter or Yoox.
The new fashion site will function much like Google search or Google shopping Shopping under the covers, but the part visitors will see will look like high-end, personalized luxury boutiques — an environment and approach to search and shopping that is more appropriate, efficient and appealing to fashion lovers and designer brands than Google’s existing options.
With Google’s huge amounts of traffic, its new fashion site could potentially be even more powerful than similar existing ones.