Headline April 30, 2015/ ''' GOOGLE FASHIONS-UP FOR E-COMMERCE '''



TO FIND YOUR TIME to stand out and get an audience is much more challenging.

Programmatic digital spending is predicted to grow to $53 billion worldwide by 2018, from an estimated $21 billion in 2014, according to a study from Magna Global, the research and ad-buying unit of the Interpublic Group.

Many companies still intend to promote original content. Hulu, for instance, will showcase new shows like  ''Difficult People,'' which Amy Poehler is producing. 

Time Inc, said it would reveal eight to ten new digital programs. Conde Nast Entertainment plans to unveil two reality series. And now to Google.    

!WOW! is sitting on a big black zero on the e-commerce profile, thanks to all the laggard students.

And it could most easily be otherwise but I leave that to the students And as for Google, The web giant has long experimented with e-commerce through services like Google Shopping-

Which lets shoppers compare prices between different vendors, and recently launched Shopping Express, which lets users make grocery purchases from local retail stores and receive them on the same or next day.

But the company's e-commerce business trails far behind giants Amazon or Alibaba, the established go to sites for a plethora of products. 

Even interest in skinny jeans maybe waning, if  6 billion fashion related queries by Google users are any indication of this year's most popular trends.

Instead, consumers are Googling tulle skirts, midi skirts, polazzo pants and joggers, according to the company, which plans to start issuing fashion trend reports based on users searches twice a year. 

The new trend aggregations are are part of the company's bid to become a bigger player in e-commerce and fashion beyond its product search engine or advertising platform. 

In its inaugural report, Google distinguishes between  ''sustained growth''  trends, like tulle skirts and joggers, from flash-in-the-pan obsessions like emoji shirts and kale sweatshirts. It also identifies  ''seasonal growth''  trends, or styles that have come back stronger every spring-

And makes similar distinctions between sustained and seasonal declines, like peplum dresses and skinny jeans, and fads that are likely over and done, like 90s jeans.

Lisa Green, who heads Google's fashion and luxury team, said the company has begun working with major retailers, including Calvin Klein, to help them incorporate real-time Google search data into fashion planning and forecasting.

Fast fashion companies, for example, can take a trend identified by Google and run with it, Ms. Green said.

''We're interested in being powerful digital confidants for our brands, not just somebody they can talk to about what ads they can buy online,'' she said. ''They can say: 'Google has identified this as a trend, and we have six weeks to get this out on the racks.''

Google foray into the fashion world is part of a wider scramble to define, inform and tap into how people search online for everything they can buy, from clothes and jewelry to groceries and furniture.

In fashion, too, the soon-to-merge Yoox Net-a-Porter Group is set to flex its muscles as a luxury fashion retailing powerhouse. Google's weakness in product search, meanwhile, is bad news for its mainstay business of selling ads alongside search results.

Google is hardly the first to deploy data to predict what might be a hot trend this season. IBM, for example, analyzes posts on blogs, social media and news sites to gauge   ''social sentiment''   for a variety of brands, including fashion and retail.

In one early experiment in 2013, IBM declared that  ''steampunk''   -an industrial aesthetic inspired by 19th-century Britain   -was set to  ''Bubble up, and take hold, of the retail industry.''

That prediction has played out to a certain extent, judging from the popularity of  ''industrial''  or  ''salvaged''  furniture, for example, or body trainers and corsets     

Spotify, the music-streaming service, also offers free analytics to artists to help them gauge the popularity of their music or estimate how much the can earn from new tunes.

''People tend to make trend predictions based on a very limited numbers of observations,'' and that's very hit and miss,'' said Trevor Davis, a consumer product expert who led the project at IBM.

''The ability to detect trends  very early on before they really become noticeable, and to follow them, is invaluable.''

Just how much more accurate or useful Google's search data will be has yet to be seen. Mr.Davis said. One obvious weakness is that Google's data encompasses all searches that appear related, to apparel, regardless of whether the person searching- actually bought something, or even intended to buy something.

A search for  ''tulle skirt,'' conceivably, could signal a shopper looking for an item on sale, or a baffled fashion luddite looking for a definition of it.

With respectful dedication to all the Students of the great art of Marketing and Operations in the world. See Ya all on !WOW!   -the World Students Society Computers-Internet-Wireless:

''' Digital Imagination '''

'''Good Night and God Bless

SAM Daily Times - the Voice of the Voiceless


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