Visual search, in scientific terms, is a type of activity carried on by a particular individual who is trying to search for a specific object within a set of things lying for a specific location. The event is not dependent on eye movement. In the ever-changing fashion industry, the role of visual search is slowly creating a ripple effect. While buying clothes online, the customers put forward an essential keyword for instructing the search engine. The tool follows the instructions put forward in the keyword and returns the information it has to the customer. Sometimes the results might not be on par with the customer requirements. However, it is not the fault of that search engine. It tries to act according to the instructions set by the customer. An incorrect set of keywords will end up with false results.

This issue can be frustrating if the customer is trying to buy a product online. It is important to note that server pulls data not only from the interaction process but also from many other sources that comprise of consumer behaviors and buying trends. Over the years, there has been a significant rise in the behavioral study of women accessories, specifically earrings. For example, the buyer has seen a blue jacket in a retail store previous week. The buyer is unaware of the brand which manufactures the coat or the batch code of the product. The customer puts forward the keyword, green jacket retail store. The search engine scans its database and returns the results to the customer. However, in the vast set of information, the customer might not be able to find the product.

Fashion and visual search:

Many of the online shoppers have faced this problem while searching for the particular product. For this problem, many of the e-commerce giants are slowly incorporating the visual search to aid their customers. The buyers have to submit the photo of the item they are searching, and the get almost precise results. The technology associated with visual search is still developing, but many of the customers who have used the feature are quite satisfied with it.

Recently ASOS, an e-commerce website, launched the visual search feature on their website. The e-commerce website has a vast customer base and is trying to help them find their desired products easily. The visible search feature assists the customer in buying the exact thing without any issues. The screenshot from an Instagram page, the look of passerby while crossing the road, can all be uploaded to the website and the search engine will return the result according to it.

Some of the benefits of the technology


  1. Faster search results: The customers will be able to search for a specific product more easily. The customers can use the camera application of their phone to click the photo of the object they want to buy. Later on, they can upload the picture on the retail website and get results accordingly.

  2. Customer-driven products: With the help of this technology, the e-commerce giants will be able to provide more customer-driven search results. Sometimes for individualized services the visual tool might ask the customers to fill a questioner and upload their photos. According to the data provided by the user, the e-commerce site can create a personalized fashion suggestion.

  3. An assistant on the go: Pinterest has recently launched a tool for called Shop the Look, which analyses the pinned products by the customers, wishes to buy and provides a search result according to it. The result might include products available with the major retailers.

Major players in the visual search technology


Some of the most prominent corporations are trying to develop the visual stream technology for the benefits of the customers. The e-commerce players like and Asos are some of them. Even Amazon

has developed an optical search model where the customers can take the photos of a specific product from the default camera application of their smartphone and use the image to search the catalog of the website.

Another significant player in developing the visual search engine is Google. The corporation is trying to create products like Google Lens and Google Badges which works to combine the optical search technology. The earlier product will be able to recognize objects and forward information associated with the object to the users. The following product will try to leverage the visual cues provided by the search engine to offer more user-centric results.

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With the progress of technology, the fashion is becoming more accessible to the customers. Now, the buyer will not have to depend on the keywords to search for the specific product. With the help of visual cues, the customer can quickly get hold of their desired product without much hassle. This technology in the future is supposed to help the lower end vendors who create the merchandise at a cheaper rate for the customer. The high-end fashion houses can use the same technology for reaching a new customer.

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