Google unveiled its shopping site Boutiques.com on Wednesday morning, after a few days of hype about the venture. On Monday, WWD broke it down for readers, explaining, "Anyone will be able to create and share their own personalized shop by selecting style preferences and the looks, brands and items they love--in the end making it easier and more stylish to buy fashion on the Web." Also, as WWD wrote, the site aggregates the items, meaning, "Visitors will not actually complete a purchase on Google, but will click through to a brand's online store or a retailer who carries the item, such as Saks Fifth Avenue, Barneys New York, Net-a-porter or Yoox." Celebrities like Carey Mulligan, Claire Danes and Anna Paquin, a handful of designers, and bloggers like Bryanboy and Susie Bubble have also set up virtual shops that showcase their fashion picks. The New York Times' Cathy Horyn has already reviewed the new site, which she called "a deliberate collision between nerds and fashion mavens."
