the impact of the search engine on the fashion system

We need a new dress and google it. We want to study a trend and we google it. We want to grab a big celebrity’s fashion moment from the past and google it. Six letters and immense power: the search engine launched in Menlo Park, California on September 4, 1998 plays an important role in our lives. And maybe we don’t even realize how instinctive the need to immediately associate query/curiosity with Google usage has become. More than 20 years after its launch, we wonder what Google can do for fashion.

The relationship between Google and fashion has also been mentioned on the search engine’s official blog, and it is curious that the Google team felt inspired to launch the Google Images section following a fashion moment: “There At twenty, 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

Nowadays, according to Google Trends, JLo’s star-studded Grammy carpet look remains the most famous red carpet look in history. But Google’s Trends section — and here’s an early answer to what Google can do for fashion — has allowed insiders to compile a list of the most searched and 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, is just one example: as with stars, Google Trends can rank everything, 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 isn’t just about search anymore. Google is also partly about selling and buying experiences. As he writes fashion company, the search engine is today “a solid and secure sales platform”. The keywords we enter into the Google search bar (eg 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 the purchase will be definitively closed. “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 to become a tool for dialogue between e-commerce and Google. “That means a brand’s website needs to be filled with the right keywords,” the source further clarifies. Then, of course, there are also those who invest in Google Ads and make 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 for getting the most out of the Internet and its opportunities. Who knows, on the occasion of its 50th anniversary, what great news will still await us.

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