The top-level domain (TLD) .FASHION falls under the category of Generic Top-Level Domains (gTLDs). The Internet Corporation for Assigned Names and Numbers (ICANN) introduced the concept of gTLDs to provide alternatives to .COM, .NET, .ORG, etc.
The .FASHION TLD is part of the new wave of domain extensions that foregrounds relevance and specificity. Introduced by ICANN in 2014, it represents websites that are related to the fashion industry (ICANN, 2014). It can be used by brands, stores, bloggers, designers, critics, and more.
Prominent companies and bloggers have subscribed to this domain to increase visibility and relevance on internet searches. For example, “guess.fashion” belongs to the global brand GUESS? as a place for them to showcase their latest clothing line.
Google’s algorithm has been coded to recognize these new domain extensions (SEO Roundtable, 2015), meaning that having a .FASHION TLD can positively affect search engine results for fashion-related queries. If a website’s content aligns with this domain extension (e.g., a fashion blog or apparel shop), it may increase visibility and relevance in search engine results. However, the impact of these new TLDs on search engine optimization (SEO) is an ever-evolving subject, and Google has stated that it treats all TLDs as equal (Google Webmaster Central Blog, 2015). So while having .FASHION as your TLD may make your site more noticeable and relevant to some people, it will not directly boost your site’s ranking on Google.
In terms of purchase and registration, Rightside Registry is the sponsor and Donuts is the backend provider for the .FASHION TLD (ICANN, 2019). Interested parties may purchase .FASHION domains from multiple providers that have partnered with Donuts. The price can vary depending on the provider, whether the domain is premium, and whether it’s a new registration, renewal, or transfer.
Sources:
- ICANN (2014). “New Generic Top-Level Domains”. [Online] Available at: https://newgtlds.icann.org/en/.
- SEO Roundtable (2015). “Google SEO & New TLDs – Do They Rank The Same Way?”. [Online] Available at: https://www.seroundtable.com/google-seo-new-tlds-22889.html.
- Google Webmaster Central Blog (2015). “Getting Ready for The Launch of New Top Level Domains”. [Online] Available at: https://developers.google.com/search/blog/2015/07/googles-handling-of-new-top-level.
- ICANN (2019). “.fashion Domain”. [Online] Available at: https://lookup.icann.org/lookup.
