Marc Jacobs’ 2016 Spring and Summer show
A number of fashion brands are hoping to facilitate a direct connection to consumers who are searching for related information on Google.
In a new development, Google is allowing brands such as Marc Jacobs and Burberry to provide input and content that comes from the latest happenings at global fashion weeks, starting with New York, when users search for the brands. The buyable content will appear above generated search results within Google’s Web page.
“Google puts the brands front and center, versus publishers and critics,” said Yuli Ziv, founder and CEO of Style Coalition. “While all fashion publishers compete for the top spots in Google Search results, Google gives more power to brands to define the conversation.
“Brands have joined the content publishing game on social media a while ago, but this unexpected shift in power cements their position as content creators,” she said.
Googling results
Marc Jacobs, Tom Ford, Prada, Burberry and Hermès are working with Google in an experiment to provide better visibility and purchasing capability to consumers searching for Fashion Week information. Users who type in phrases related to NYFW or partnered brands on Google will see a high-quality design with pictures and video from events happening during the week.
Promotional image for Fashion Week
Fans will be able to browse and shop content coming directly from NYFW, provided by the brands and aggregated by humans instead of an algorithm. The content will appear above the list of Google’s automatically generated site results.
Fashion brands are looking to prevent consumers from leaning on third-party sources for information but instead relay information, reporting, shopping capability, images and video directly to fans themselves. The experiment moves Google more towards a publishing platform and is an addition to the multitude of capability it brings to retail partners.
However, it is unknown yet whether the brands are sponsoring these results or simply offering their input to get closer to consumers.
Abandoning exclusivity
Technology and social media have lessoned the exclusivity of fashion week, and brands are becoming more interested in interacting directly with consumers to facilitate purchases and brand loyalty.
Mercedes-Benz Fashion Week Berlin Spring/Summer 2017
For instance, during February’s New York Fashion Week, retailers embraced Snapchat as the latest and greatest social media platform (see more).
Also for last NYFW, british apparel and accessories label Belstaff popped up in New York’s SoHo for two weeks to reach the local and international crowd during fashion week (see more).
“It is the rare case of Google allowing brands to control their own search results, which are typically dictated by an algorithm,” Ms. Ziv said “It’s an interesting expansion of the tech giant into the world of curated content, which may signal a new direction for the company.
“Google is finally realizing that when it comes to certain verticals, like fashion, algorithms have a limited power,” she said. “Branded content in this vertical needs an expert eye to be truly relevant.
“Google is joining the game of controlling the conversation around fashion week and as an original aggregator of all online content, it has a strong chance to become an important central platform for NYFW content.”
from Apparel and accessories – Luxury Daily https://www.luxurydaily.com/googles-experiment-brings-nyfw-brands-closer-to-consumers/
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