So, you are a sceptical window-watcher in the scrambled world of online shopping and have even had a few test runs with those invites lying in your mailbox. But despite a screen that resembles a war-zone, you have yet to come across anything you can remotely trust to part your credit-card pin with. So, google as always, decided to take the matter in its own hands and has launched a fashion e-commerce website called Boutiques.com.
Sticking to its paradigm of simplicity, Boutiques.com will not only assess your personal style, through its stylyzzer option, but after you make an exhaustive and thorough selection of colours, patterns, cuts, styles and clothes, will tell you where exactly you fit in. And it gets better, you will then be presented with various options of clothes and accessories of your style-fit (currently boho, classy, edgy etc) and be led to a website to purchase it from.
Designer Gaurav Jagtiani thinks of it as a highly interesting concept, yet he is not convinced about its success in India. “Indians are very tactile and mall hopping is still a novel experience which people enjoy. Which is why online shopping hasn’t picked up much pace like abroad. People would rather touch, feel and see something before they buy it,” he says reasoning that which is why Google hasn’t expanded the shopping option to India yet, it still is only available in the US.
But when a computer program attempts to demystify your style by trial and error, then the result can only be as individual as that of a style quiz in a women’s magazine.
Amit Aggarwal is strictly against mass-stylisation and believes that if everyone followed this site, then there would only be style clones everywhere. “You need to know what makes you feel nice and style most importantly, is about evolution. One needs to make certain choices and experiment to know what suits them and what doesn’t,” he says.