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Details on Google's New Fashion Initiative — Boutiques.com

Details on Google's New Fashion Initiative — Boutiques.com

>> After last week's rumor suggesting that Google is launching ecommerce on Wednesday, a few clarifying details have come up: the initiative Boutiques.com is actually a curation of virtual boutiques; visitors won't be able to purchase directly from Google but rather, will click through to a brand's online store or an online retailer like Saks, Net-a-Porter, or Barneys to purchase the item.

There are at least 19 designers, including Oscar de la Renta, Tory Burch, Cynthia Rowley, Marchesa, Isaac Mizrahi, Tracy Reese, Prabal Gurung, and Erin Fetherston, who have been invited to set up virtual stores on the site. There will also be curated boutiques selling looks worn by celebrities and influencers like Lady Gaga, Victoria Beckham, Emma Watson, Anna Wintour, Rachel Zoe, and Michelle Obama. Sarah Jessica Parker has been asked to set up her own personalized shop, and a handful of high profile bloggers are also said to have been invited to curate their own boutiques in exchange for a low five-figure payment.

The idea is to have any user be able to do the same — create and share their own personalized boutique with items, brands, and looks they prefer. Elements of entertainment, gaming, and social media are also planned.

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