New feature allows shoppers to search and shop by outfits.
In an effort to connect fashion bloggers and fashionistas in search of that perfect outfit, Google has rolled out a new apparel and home décor experience for its retail advertisers called Shop the Look.
To bolster the new feature, Google has partnered with several sites, including Yahoo-owned Polyvore, Curalate and LiketoKnow.it, which allow fashion bloggers to make money off social media posts.
Google asserts that 90 percent of smartphone users don’t know what brand they want when they begin the shopping process, and that research indicates that almost half of U.S. readers consult blogs to find new trends and styles, leading to efforts to bolster search functions for shopping.
Here’s what the Google blog says about how it works:
“Let’s say you’re looking for a new outfit to wear to a wedding. If you search for ‘cocktail attire’, you could see an image of a popular fashion blogger wearing a black cocktail dress, heels, and sunglasses. You can shop those exact (or visually similar) products featured in the image by tapping through and exploring the relevant products shown in the form of Shopping ads. As with standard Shopping ads, retailers will be charged on a cost-per-click basis, and all impressions and clicks will be reported within existing Shopping campaigns.”
The features images are drawn from brands, bloggers, retailers, and publishers sourced from trusted Goggle partners. The shop the look experience is currently in a beta test stage, and is welcoming new retailers who are interested in showing your products within the shop.
According to a TechCrunch report, Shop the Look also might be able to help Google steal some search results from social media sites like Instagram on which the images first appear.
