This year we will spend $25 billion buying clothes and accessories online. Which is not to say we will enjoy doing it. Most big shopping sites are ugly, poorly designed and completely clueless when it comes to showing you clothes you might actually like.
Google, the bastion of search, is hoping to change all that. Boutiques.com is designed to not only make it easier to find clothes you like, but to actually predict what those clothes will be.
The site is organized into a series of "boutiques," which aggregate clothing from more than 250 designers and online stores. The online pages are curated by bloggers, fashion people, actresses (or their stylists), designers and, to a degree, you.
The visual-search technology behind the online fashion aggregators teach the computer how to "look" for clothes in your style, setting Boutiques.com apart from other online shopping sites like ShopStyle, and Net-A-Porter.
While the boutiques are interesting, it's the potential of the visual-search technology to make online shopping an intuitive experience that stands out. The idea is that the machine will know what you want before you do. This is particularly exciting to those of us masochistic enough to insist on having specific items in mind when we look for clothes.
Keyword searches work well when shopping for a new camera. But using them to look for a new pair of jeans will often yield results that are incomplete or just plain wrong. Ladies, how many times have you searched for kitten heels and gotten kittens instead?
Theoretically, with visual search, the computer can recognize not just that a dress is short and blue, but also that it has a sailor collar and cap sleeves.
The people who make these classifications at Google are a team of fashion bloggers, journalists, buyers and design-school graduates. These are the folks creating the site and fine-tuning the algorithm.
The people who curate the boutiques are celebrities, celebrity bloggers and designers. They pick the clothes and develop the style parameters for each of the six genres featured on the site: Romantic, Classic, Street, Edgy, Bohemian and Casual Chic.
To decide which style category you fall into, Google invites you to take a style quiz before shopping. In the first segment, you choose between two images, deciding which you like better. These are not only pictures of the latest runway looks, but also queries designed to dig out quirks in your personality.
Are you ironic T-shirt quirky or meat dress quirky? Do you prefer a Cosmopolitan or a tequila shot? The person who chooses tequila presumably falls into the Street category, with Romantic rising – fast.
The quiz can be long or short, depending on the consistency of your answers. Once it took me 35 clicks to get to Casual Chic, and another time only 25 to get to Romantic. I decided to go with Romantic, because, well, I liked the sound of it. One of the best side effects of a trip to Boutiques.com is that everyone leaves having been bestowed with a style. And thankfully it's never "whatever's clean."