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Google Unveils 'Boutiques' Fashion Search Site programmers, who joined Google when the former company was acquired, built the site where women can create profiles to help them find fashions that suit their style and taste.

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Google has launched a clothing search site to help women build a fashion profile online to find what fits their individual tastes, or choose from the favorite fashions of celebrities and other tastemakers.

Called, the site was built by the team of programmers who joined Google when it bought online retailer in August. The site, launched Wednesday, attempts to help women build the outfits they want from the hundreds of thousands of choices that exist in the fashion world.

To accomplish that, Google partnered with celebrities, stylists, designers and fashion bloggers who shared what colors, patterns, brands and silhouettes they loved and hated. The tastemakers then took a visual quiz to determine their style genre, such as classic, edgy or boho (a bohemian/hippie fashion).

"Our machine learning algorithms use this information to enable you to shop all of the inventory in the style of that tastemaker, on top of the 50 items they've hand-curated," Munjal Shah, product management director and former CEO of, said on the Google blog.

The style of each of the tastemakers, who include stylist Nicole Chavez, singer Eve and actor Carey Mulligan, are grouped in "boutiques" that visitors can browse. The site also gives women the ability to build their own personalized boutiques and get recommendations of products matching their tastes. also takes advantage of the Google search engine by offering filters to search for clothing based on genre, silhouette, pattern, color families and sizes. Searching for "yellow pumps," for example, will retrieve matching outfit ideas to the right of search results. Google has also launched an application for the Apple iPad to take on the road.

The site is only available in the United States and only covers women fashion. Google plans to expand to men's fashion in the future.

Google has been beefing up its shopping services as the holiday season approaches. This week, the company announced it had partnered with more than 70 retailers, including some national brands, such as Best Buy, in order to let people shop online and then see if the items are available in nearby stores. Google is seeking additional retailers interested in joining the service.


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