Zalando has already been providing this feature since 2014. Users of the in-house app can photograph outfits they encounter in everyday life; Zalando then proposes similar clothing they may want to buy. Pinterest has offered this type of image recognition as purchase support since 2017, and shows articles to suit decorative items, furniture or even clothes on its virtual pinboards that were photographed by Pinterest Lens . The "Lens Your Look" search function uses self-portraits to show how other people combine similar garments. "Our visual searches increased by almost 60% last year, thanks to our functions for making visual discoveries," claims Pinterest .
Google has now followed suit: the image context recognition Google Lens is now also available in Germany as an option via Google Assistant. The extension detects articles that were photographed using a smartphone, looks for similar ones on the internet and puts them up for sale.