While full details of the venture have yet to be revealed, according to coverage by Sydney based blog frockwriter.com and US fashion bible WWD, the site – dubbed Boutiques.com – will let visitors browse virtual boutiques set up by celebrities and designers, as well as operate their own online stores.
Google is understood to be working with designers such as Oscar de la Renta and Isaac Mizrahi, as well as stars such as Sarah Jessica Parker and Katie Holmes, who will create their own boutiques on the new site.
While site visitors won’t make purchases on Google, they will be able click through to each brand’s online store or a retailer that carries the item, such as Saks Fifth Avenue, Barneys New York, Net-a-porter or Yoox.
With Boutiques.com’s offer currently embracing boutiques curated by over 75 celebrities, 55 designers and 12 bloggers, according to frockwriter.com, a much larger potential designer directory lists over 200 designer names, including Australian labels Bassike (pictured), Willow, Thurley, sass & bide, Lover and Ksubi.
Meanwhile it appears there are opportunities for a wide range of other labels to become involved in the site, purportedly through blogger recommendations and via Google’s own in-house curation technology.
Frockwriter.com commented it would be worth monitoring whether Google planned to moderate lower priced copies of high end product featured on the site.