Google CEO Eric Schmidt has talked about being able to help people decide what to do next or to even know what is best to do next (just Google “creepy CEO ideas” and you’ll see his full library, no kidding). Now through its new Boutiques.com (which was the offspring of the Like.com purchase of a year ago) Google can help women decide what to buy and wear! Cool in one way but creepy in another but it is what it is.
The way we shop for fashion is different from how we buy cameras—especially online. With fashion, reviews and specs are less important; fashion shopping is about discovering something that fits your taste and feels right. The web works well for buying cameras and other hard goods but for soft goods, such as clothing and accessories, it’s not the same as shopping in a store.