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GOOGLE DEBUTS AS FASHION GURU

Fariha Marjia
GOOGLE DEBUTS AS FASHION GURU

Google has yet again surprised us all by becoming the next fashion “guru”, shouldering the responsibility of making people look fabulous. Earlier this month the search giant announced a new feature for mobile users that could help them choose outfits. Google has added this new feature called “Style Ideas” to their existing option of “image search”, which is available for smartphone users and also embedded within the Google app.

Julia Enthoven, the associate product manager, believes the feature will generate "inspirational lifestyle images and outfits that showcase how the product can be worn in real life. With style ideas, you can see real-life options of what bag and jeans look stellar with those red high heels you’ve been eyeing. Or if running gear is more your speed, no sweat—workout ensemble ideas are just a tap away."

Whenever a user uses the google image search for a particular article, whether bags, shoe or clothes, the “Style ideas” tool generates other complimentary elements. For example, when a user searches for a pair of boots or a bag to buy, the user is also indulged with other items similar to the searched items. A range of items will be displayed and from the options popped up, the user can decide upon an outfit. 

The users can also use the tool as their own personal space or a virtual trial room to check which items will look good with one another. Although this feature might not be everyone’s cup of tea, however, those of us who are into shopping, fashion and wants to keep their style in check, this feature might come as a blessing.

Google said its new feature will also show users “similar items” to the ones they are browsing. Ironically, this new tactic seems oddly familiar with Pinterest; the world’s catalog of ideas. If this new feature kicks off, google will definitely give Pinterest a tough competition, as the platform serves as one of the biggest pool of ideas about fashion, lifestyle, DIYs and so many more.

The search giant stated, “When it comes to fashion, it’s hard to know where to start.” However, we know Google better than to simply come up with features like this on a whim. The timing is perfect, just as Amazon quietly jumpstarts its advertising business to challenge Google’s domination in the digital market. Shoppers usually turn to searching for clothes and other apparel on Amazon instead of Google, according to a recent survey from e-commerce startup BloomReach. 
 

April 23, 2017
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