The article first appeared on the Glossy.
With its openness to license out its software to fashion brands and the wealth of partnerships that have sprung up around Google’s voice assistant and smartwatch platforms, fashion brands looking to improve their tech offerings have much more room to experiment through Google than other brands with voice assistants or smartwatches.
Earlier this month, British fast-fashion powerhouse Asos debuted the launch of its voice shopping assistant, Enki, through Google Assistant, Google’s answer to Siri. This provided an opportunity for Asos to bring its voice assistant, which it had debuted through Facebook as a chatbot last year, to more customers.
“We were super interested in Google Assistant as a place to build an experience,” said Jason Gregory, senior product manager at Asos. “Google has a great relationship with so many fashion brands, but we had only collaborated with them to an extent. They guided us and gave us some technical help in setting this up.”
Earlier this year, H&M also debuted a shopping assistant along with a personal stylist program through Google Assistant, taking advantage of Google’s augmented reality and voice capabilities.
By contrast, Apple’s Siri does not seem to have any direct integrations with fashion brands. Apple did not respond to a request for comment on whether any such partnerships exist.
Amazon’s Alexa, the other major voice assistant platform out there, uses a similar open structure to Google’s. Through the creation of Alexa Skills, any brand can theoretically be integrated into Alexa. A quick perusal of the Alexa Skill section on Amazon’s site reveals dozens of luxury and mass fashion brands, retailers and resale platforms like Poshmark with their own skills.
Brands like Diesel are also incorporating Google Assistant into some of their products — the Diesel Full Guard 2.5 smart watch released earlier this summer. Smartwatches are another area where fashion brands have benefited from Google’s open approach to partnerships.
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