the impact of the search engine on the fashion system

We need a new dress and google it. We want to investigate a trend and we search for it on Google. We want to retrieve the fashion moment of a great celebrity from the past and search for it on Google. Six letters and immense power: the search engine launched in Menlo Park, California, on September 4, 1998, plays a significant role in our lives. And perhaps we don’t even realize how instinctive the need to immediately associate a request / curiosity with the use of Google has become. More than 20 years after its launch, we wondered what Google can do for fashion.

The relationship between Google and fashion was also discussed in the official blog of the search engine, and it is curious that the Google team felt inspired to launch the Google Images section following a fashion moment: “Twenty years ago, Jennifer Lopez wore a Versace dress (the famous Jungle Dress, ed) which for years to come would continue to have a viral effect in the fashion system and, of course, on Google – wrote Jennifer Kutz in 2020. – Jennifer’s dress became so popular on Search that it inspired the creation of Google Images“.

fashion and google report

Jennifer Lopez wears the famous Versace Jungle Dress at the 2000 Grammy Awards

Steve.GranitzGetty Images

To date, according to Google Trends, that of JLo on the starred carpet of the Grammy Awards remains the most famous red carpet look in history. But the Trends section of Google – and here’s a first answer to what Google can do for fashion – has allowed insiders to compile a list of the most sought after and most influential celebrities. Kim Kardashian leads, followed by Vanessa Hudgens, Jennifer Aniston, Selena Gomez, Rachel Bilson, Jessica Alba, Lauren Conrad, Kourtney Kardashian, Jessica Simpson and Nicole Richie. The data, updated to 2020, are just an example: just like for stars, Google Trends can draw up rankings in every area, even for the most sought-after fashion designers over the years: Tom Ford is in the lead, followed by Alexander McQueen, Marc Jacobs, Betsey Johnson, Gianni Versace, Coco Chanel, Diane von Furstenberg, Karl Lagerfeld, Donatella Versace, Vera Wang.

fashion and google report

Edward BerthelotGetty Images

Today, however, Google is no longer just research. Google is also partly about sales and shopping experiences. As he writes Business of Fashion, the search engine is today “a strong and secure sales platform”. The keywords we enter in the Google search bar (e.g. flower dress, if it is a flower dress we are looking for) allow us to filter fashion brands, online stores, prices and products. And, eventually, to land on an e-commerce where we will close the purchase permanently. “For this reason – writes the source, – it is even more important that brands follow guidelines to appear among the first search results”.

fashion and google report

Edward BerthelotGetty Images

This has a significant impact on what in the world of e-commerce and 360-degree digital communication is called SEO, Search Engine Optimization. In this analytical world, words are exploited to the maximum so that they can become a dialogue tool between e-commerce and Google. “This means that a brand’s website must be full of the right keywords,” the source again specifies. Then, of course, there are also those who invest in Google Ads and ensure that their products appear at the top, in the section dedicated to sponsored results. Just over 20 years have passed and Google has already become the most indispensable tool to make the most of the Internet and its opportunities. Who knows, on its 50th anniversary, what great news will still await us.

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About David Martin

David Martin is the lead editor for Spark Chronicles. David has been working as a freelance journalist.

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