The key to online success for fashion brands from net-a-porter.com to Gilt Groupe has been bringing together heavily pedigreed style insiders with tech savvy teams and this week Ofakind and Google's Boutiques.com are two more sites are setting up virtual shop.
Google isn't the first word in fashion but as rumors of its collaboration with celebs like Sarah Jessica Parker hit blogs and invites circulated for tonight's high tech meets high fashion launch party the search engine giant's couture seo has risen. Boutiques.com launched today with an all star roaster of celebs, bloggers and retailers including Nicole Richie, Marchesa and Sea of Shoes. Marissa Mayer's style savvy must be rubbing off on the nerds in Mountain View.
On the diametrically opposite side of the shopping spectrum, Ofakind.com ended a week long teaser campaign with their opening today. Started by former Lucky Magazine editor Erica Cerulo and arts consultant Clarie Mazur, the site will sell small batches of exclusive limited edition products. Mazur says,
"All of the concepts and creativity come directly from the designers--we work with them to develop the product to ensure that it's something that we personally love and that fits the target audience we're seeking for the site. The most important thing to us is that the product we release really exemplifies the designer's aesthetic and point of view.
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