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Google to launch Boutiques.com fashion site



On Wednesday, Google will unveil an exciting new fashion initiative which has already got the internet in a tizzy. Latest reports suggest it’s a curated etail site utilising the celebrity ‘get the look’ features common in most mainstream fashion publications. Influential fashion bloggers (is Susie Bubble one of them?) are reported to have also been invited to select pieces from brands like Oscar de la Renta, Tory Burch and Isaac Mizrahi to drive sales on the site. Curated fashion is certainly the way forward in fashion retail as we are bombarded with more and more choice. I can’t wait to see what Google has in store.

UPDATE: Read The New York Times’ take on Boutiques.com here

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Swatch New Gent collection



You know I love a Swatch and anything with a ‘boyfriend’ prefix. Have we covered boyfriend watches? Swatch’s New Gent watch makes the mens Swatch a fraction bigger (up from 34mm to 41mm) but thankfully hasn’t added any other trimmings. (more…)

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Claire’s embraces haul vloggers



Clever Claire’s has tapped into the haul vlogger trend with a shiny new website. One of the first fashion brands to harness the power of haul vloggers, the Claire’s team trawled the streets of America scouting for girls to video blog for the site. The strangely addictive Youtube craze whereby teen girls hit the malls then upload a ‘shop and tell’ video blog is a perfect fit for a youth-focused brand like Claire’s. The retailer’s three brand ambassadors blog and vlog on its site, (hopefully) building a cult following and doling out tips and advice to current and future customers. There’s also a chance for wannabe vloggers to nominate themselves as a future ‘Claire’s Curator’.

It makes total sense to me for retailers to engage with their customers by inviting them to say nice things about their products on their sites (I’m guessing these teens are paid, if not in cold, hard cash, then surely in clothes). Customers trust the opinion of other consumers and especially when the gushing comes in the form of an authentic, home-made looking video. It also doesn’t hurt that the products being raved about are also featured alongside the blog posts to instantly click and buy.

As young consumers tire of celebrities, it seems likely that a new type of ‘blog star’ might take over. The benefit of haul vlogging – a bit like QVC – is it brings the personality closer to the consumer, allowing for a more engaging user experience. With the news that Forever 21 is about to land in the UK, I wonder when we’ll start to see UK youth retailers utilising haul tactics on their websites.

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