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Social media is doing it, so why not a search engine?
Just like Snapchat and Instagram’s curated Fashion Week stories and pages, Google will create a new template which aggregates the latest stories from New York Fashion Week in a tidy carousel just above a brand’s top search results. That means busy editors and fashion-hungry fans who don’t want to do the heavy lifting involved in filtering through the search results of a designer — say, Victoria Beckham, for example — will simply be able to browse the Victoria Beckham entry for news specifically related to NYFW, including the latest runway and backstage photos and videos and designer inspiration quotes, as well as links to other sites’ NYFW coverage. For brands showing a see-now, buy-now format, like Tommy Hilfiger and Rebecca Minkoff, search results will include shoppable links.
In an interesting twist, designers will be able to pick and choose the content that appears in the sliding top bar, giving them control over the content which consumers read about their brand. As Google is the go-to engine for most humans, the new system essentially allows fashion houses to present “the most aspirational vision of their products,” according to Maureen Mullen, the chief strategy officer for L2, a research and advisory firm for consumer brands.
Google is keen to note, however, that the new template is simply a supplement to the regular search results provided by the engine’s algorithm, and, because it is only active during Fashion Week, it won’t allow designers to hand-pick what a consumer does (or does not) read about their brand on the regular.
The New York Times first reported on the project, which was spearheaded by former Maxim editor Kate Lanphear. Thus far, more than 50 brands have signed on to participate on the initiative, which will extend throughout the duration of Fashion Month, including Marc Jacobs and Tom Ford at NYFW, Burberry and Christopher Kane at London Fashion Week, Prada at Milan Fashion Week and Hermes at Paris Fashion Week.
GOOGLE IT: Google’s Fashion Week carousel. (Photo: Google)
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