The new era of fashion starts in a search bar or a feed, and the store comes second. Shoppers find a label through a Google search or a creator's post, and they decide in a few seconds if it looks like them.
What makes fashion unique from where I sit is that every product page has to do two jobs at once. It has to rank for what people actually type, like linen wide leg pants or wedding guest dress. It also has to feel like a point of view the moment it loads.
The setup I keep running into with small labels and boutiques is a gorgeous lookbook on a site with thin product descriptions and no category pages. Google has almost nothing to read, so the collection never shows up for the searches that match it. The clothes are great and nobody finds them.
The labels that grow tend to write plain descriptions of fabric and fit, and they build category pages around how people shop. Photography and story still do the selling once someone lands. Local boutiques also get a lot from a Google Business Profile with fresh photos of what's on the racks this season.
Victor Smushkevich, Founder, Tested Media
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