The product of Google’s acquisition of Like.com comes alive as a social fashion shopping site.
Boutiques.com is an interesting play for Google and, from the website, you’ll notice that it is unlike anything Google (GOOG) has done before. There isn’t any advertising and the imagery is big and beautiful. This is all about shopping.
You’ll notice that there isn’t any Google branding on the site. The shop site was fast-tracked to market and was a product of its Like.com acquisition earlier this year. Google says there was no time to put in their own branding but subsequent iterations of the site might show some Google logos.
This is a shopping site where users can compare thousands of brands of clothing in a big, visual way. “Google’s vision is to help people find and shop for all the world’s products.”
I’m not seeing a lot of men’s clothing listed. In fact, I’m pretty sure there isn’t any men’s clothing listed here at all. This is clearly a site for women.
Google will launch a companion iPad app to complement the experience.
A big draw of Boutique.com is its “Celebrity Boutiques.” Much like celebrity playlists on iTunes, Celebrity Boutiques show the favorites of celebrities consumers may want to emulate in one way or another. Google has an impressive lineup of both entertainment stars and celebrity bloggers listed at its opening.
Google also lined up an impressive initial set of designers including:
The idea is that people can create their own boutique and share their clothing preferences with friends and publish those online. Friends would share their finds with other friends.
It wouldn’t be a Google product without search, and Boutiques.com employs a powerful visual product search pulled from Like.com that allows consumers to filter by color, silhouette, pattern, size, style, merchant, and of course price.
Since it is a legacy product from Like.com, Boutiques still operates on a CPC (cost per click) or CPA (cost per action) basis, unlike Google’s product search, the unit which it will be operating under. Google wouldn’t say whether they’d be keeping that model or if they’d eventually try advertising against the site. Or both.
Google is having a launch event tonight in Soho New York. We’ll be on hand to watch it unfold.