How To Get Emily's Paris Fashion From 'Emily In Paris' Directly From Google Lens

Cheddar News

Google Lens is completely changing the future of shopping. Find out all about their exciting new partnership with the Netflix hit 'Emily In Paris.'

Transcript

00:00I didn't used to eat a lot of tomatoes when I was younger.

00:02It's nice.

00:03Now I do.

00:03I just throw them out.

00:07It's very good for your skin.

00:08Yes.

00:09Exactly.

00:10That's why I love tomatoes.

00:15Have you ever been watching your favorite show

00:17and thought to yourself, that is a nice looking shirt,

00:20a suit, or even a dress?

00:22And then you wondered, how can I get that look?

00:25Well, arguably the most fashionable show out there

00:28today, you can now with just a few clicks of your phone.

00:33Stephanie Horton is here to tell us how to dress

00:36like Emily in Paris.

00:37She's the Senior Director of Global Consumer Marketing

00:40and Strategy at Google.

00:42And she's here to show us how even I can maybe dress

00:45like Emily in Paris.

00:46That'd be weird.

00:47But it is really simple.

00:49Take us through the process.

00:51I'm watching Emily in Paris on that screen.

00:54And she wears some solid clothes because my wife

00:56watches that show.

00:57Yeah.

00:58How do we buy what I'm seeing on the screen?

01:00I mean, like you said, it's super simple.

01:02You would literally just take your phone,

01:04go to the search bar if you're on iOS or Android on Google.

01:08I'm with you now.

01:09Push the lens.

01:10How do we push the lens?

01:11Is that a Google app?

01:13It's either iOS or if you have the Google app on iOS

01:17or if it's on Android, you would just go to your search bar.

01:20There's a little icon that looks like a lens.

01:23Push that.

01:24You're now in Lens.

01:25So all you're doing is taking a picture.

01:27And then you're seeing all the results of things

01:30that are either that item or things

01:31that look very closely to them that you can buy

01:33and all the places you can buy them.

01:35So it'll take you to a website or a numerous website?

01:38It'll take you to numerous listings.

01:40Anything, anyone is wearing it?

01:42Is it only select items?

01:44No.

01:44If it doesn't do the exact match,

01:47you'll get lots of choices that are very close to it.

01:50So if it's like, I'm looking for this checked jacket.

01:53This wonderful jacket.

01:54This wonderful jacket.

01:55I think it's Ted Baker.

01:56Yeah, I might get the exact Ted Baker jacket

01:59or I'll get things that are very similar to it

02:01that I can purchase.

02:02That is fascinating.

02:03Has this ever happened before?

02:04I've always wondered this when I'm

02:06watching a lot of my favorite shows.

02:08I often say to myself, I want that jacket.

02:10I want that suit.

02:11Have we had something like this before or are we just unaware?

02:14I think we're a little unaware.

02:15Google Lens has been around a while.

02:17So the technology has been available.

02:20But I think people probably are unaware that they can use it.

02:23So one of the reasons why this partnership came about

02:26was to really promote that.

02:27But yeah, I think it has been a while.

02:29But you can't do this with any show on TV.

02:32Well, you can technically do it with any show on TV

02:35because you can't.

02:36Through Google Lens?

02:37Yeah, through Google Lens.

02:38I'm a dinosaur, technically, OK?

02:40So you're going to have to walk me through this.

02:42Yeah, so if you're watching TV, any show,

02:44and you see something you like, you

02:46can point, shoot, and find out what people are wearing.

02:49Why, though, was Emily in Paris the Netflix streaming hit?

02:52Why was it the right fit for Google?

02:55I think a lot of reasons.

02:56A, you said it.

02:57I think it's quintessentially a show that's

02:59all about amazing style, outfits that you haven't seen.

03:03I think it's proven itself over the last three seasons

03:06to be something that people really

03:07do look at for inspiration.

03:10So when we found out the show was premiering

03:12around this time, which is great for fall shopping,

03:15back to school, we thought, what a great partnership

03:18to really promote Lens and all the inspiring looks

03:21that you can have for fall.

03:22Why is Google the title sponsor of this show?

03:25Well, for us, it was more than just,

03:27like, you know, you can Lens things from the show.

03:29I think it was really about the integration.

03:31And again, there's so many things

03:33that happen on that show, not only with clothing,

03:35but, you know, the lamp that she has in her desk,

03:38you know, the furniture in her apartment,

03:40that people can actually Lens and find out.

03:43So I think for us, it was just, like,

03:45how do we really expand the reach of Lens?

03:47And again, it was the perfect show for that.

03:50Okay, so are you going to do this in other shows?

03:53Is this just the beginning?

03:54And we have heard a lot about Netflix's ad tier.

03:57Is that specifically who you're working with

04:00and where the viewers would find that?

04:01Exactly.

04:02So if you're on the ad tier of Netflix,

04:04you can pause the show.

04:06And that's a pause ad?

04:07It's a pause ad, yes.

04:08So we're using pause ads with them.

04:10So you can pause the show, and then you can actually

04:12shop the ads, which are integrated

04:14with a lot of looks from the show.

04:16So right there, you can find out what those looks are

04:18and find either that look or something very close to it.

04:21If you're just, you know, for our integration with the show.

04:24But we've also done things beyond that.

04:25We shot some custom content with Lily

04:28and some of the other characters.

04:30It's been really fun that we posted on our social

04:32as well as theirs.

04:33And we also have some interstitials running

04:35within the show of the paid tier for the ad tier.

04:37And this is not what we are accustomed to

04:39from decades prior product placement.

04:41Right.

04:42Entirely different.

04:43This is entirely different.

04:44So it's not just, you know, in the show,

04:46we're using Google.

04:47It's really how to use Google.

04:49So, again, so if you didn't know that you could

04:51point, click, and buy things, now you know.

04:53Which I did not.

04:54Yes.

04:55I fully expected Amazon to do that when they

04:57picked up the NFL Thursday night football

04:59just shopping thrown at you on Prime Day.

05:02Yeah.

05:03So it's Emily Cooper.

05:04She's played by Lily Collins.

05:05Yes.

05:06Have you seen results already?

05:08You know, we haven't.

05:09But obviously, we're still in market with this.

05:11And we have the second half of the show premiering

05:13in a couple days, which is exciting.

05:16So we'll be able to look after, you know,

05:18after everything runs.

05:19But I think just from engagement that we're

05:22seeing on social media from some of the posts

05:24and the ads that we have going from there,

05:27I think it's very successful.

05:29Very interesting.

05:30So what is, would you say, Google's advantage

05:32in the ad space?

05:34I mean, the ad space isn't really my domain.

05:37So I think, you know, that would have to be

05:39another conversation.

05:41But I think when we're looking at shopping,

05:43I think Lens really does have a great range

05:48in being able to kind of shop the world

05:50and really provide an on-demand shopping experience

05:53that I think most people can't have.

05:55Because wherever you are, if you see something

05:57you like, you can actually find it and shop it.

06:00Where do you plan to go with this?

06:02I think that we've already gone a couple places.

06:04You know, obviously, Lens is, you know,

06:07how you can use it when you're in the world.

06:09But also with Search, there's Circle to Search,

06:12which allows you to search and shop on your screen.

06:15So in select Android phones, you could actually

06:18circle what you're looking at and find out

06:20the same information that you can with Lens.

06:22So I think that's definitely, and we're always

06:24looking for ways to really expand and go beyond.

06:27So I think you'll definitely see more from this space.

06:29Just the beginning here?

06:30Yes, yes.

06:31Can people Lens this outfit right now

06:34and make a purchase here?

06:35They could Lens this outfit.

06:37I'm going to be honest, this is last season.

06:40But it's a great designer, so they could Lens it

06:44and buy it right now.

06:45And I think that's the beauty of Lens.

06:47It is a really interesting technology

06:49and clearly just beginning.

06:51Yes, yes, yes.

06:52I mean, I think it also, like, if you think about it,

06:54Image Search is which kind of perpetuated this technology.

06:59I mean, if you think about 2000,

07:01when Jennifer Lopez wore the dress,

07:03that's kind of how images came about.

07:06And I think it was a nice iteration

07:08and progression for images to really go to shopping.

07:11So I think visual search and visual shopping

07:14is something that people are really leaning into now.

07:17And I think Lens obviously gives a way

07:19to make it really easy and really accessible to everybody.

07:23Was that the green dress that she kind of had taped,

07:25I think, in a certain few discreet places?

07:27Yes, it was the infamous or famous,

07:30however you want to put it, green dress.

07:32I can very well remember that.

07:34That is some very interesting technology.

07:36I can't wait.

07:37Well, I don't want my wife to try it.

07:39That might cost me a pretty penny.

07:41She does plenty of shopping, Stephanie.

07:43I'm telling you, it makes it really easy.

07:45It makes it really easy.

07:46But I think, you know, accessibility and ease of use

07:48is something that people are looking for.

07:50So I think it's something that, you know, really works.

07:52You do know husbands around the country

07:54are cursing Google Lens and you, right, Stephanie?

07:57Well, you know, I mean, hopefully, hopefully they use it too.

08:00I mean, look, you could use it for anything you want.

08:02If you do see something out there, golf.

08:04I mean, I don't know what you're into, but, you know.

08:06Golf would be spot on.

08:07Yeah, so if you wanted to know those clubs,

08:09you can also lens those.

08:10It's not just apparel.

08:11So, I mean, I think it's useful to husbands too.

08:13Shop for Paris styles from the seat of your couch.

08:17That is Stephanie Horton, Senior Director

08:19of Global Consumer Marketing and Strategy at Google Commerce.

08:23Check it out.

08:24It's Google Lens.

08:25It's right there on your phone.

08:26Emily in Paris is right now on Netflix.

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