CONFIRMED: Google’s Fashion Venture To Launch This Week

Last week, we wrote about an invite we received to an event hosted by Google and headlined, “High Tech Fuses With High Fashion,” which led us (and every other invitee) to believe that the web giant was launching some sort of fashion e-tailer. Today, WWD confirms the news via several sources privvy on Google’s plans.

From what we can tell, it sounds like Google is taking a page out of ShopStyle and Polyvore’s book. The site will allow users to “create and share their own personalized shop by selecting style preferences and the looks, brands and items they love” (Polyvore), while linking out to a pre-existing e-tailer like Saks, ShopBop, or Yoox for purchase (ShopStyle).

Additionally, Google has tapped no shortage of bold-faced fashion names to create their own boutiques, including Sarah Jessica Parker (who is already on board), Oscar de la Renta, Tory Burch, Erin Fetherston, and Katie Holmes. The site, for now, is being called Boutiques.com. (It’s worth noting that Boutiques.com is currently owned by Like.com, which was recently acquired by Google. Boutiques.com currently has a “private beta” pop-up alert and requires a password to visit.)

Like us, WWD noticed the similarity of what Google is doing to eBay’s recent revamp with eBay Fashion. But when they asked an anonymous fashion exec why Google’s project was ‘more compelling,’ here’s what they heard.

“It’s Google. Isn’t that a lot sexier than eBay? It’s true that eBay has been exploring this area and tried some different vehicles through exclusive relationships. Google owns the world — it owns YouTube, Gmail, and it’s a different platform than eBay.”

While we’ll withhold judgement until we see the site, the launch party on Wednesday certainly sounds sexy, promising live performances by The Misshapes, Becka Diamond, and DJ Earworm.

Related:

Google Moves Into Fashion [WWD, Sub Req'd]
Is Google Launching A Fashion E-Commerce Site? [Styleite]

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