A new top-level domain name such as .style or .clothing helps to strengthen your brand as it most accurately reflects the services that your company offers, thus helping to attract the right target audience. With a much wider variety of top-level domain names to choose from than with .com for example, it is much easier to use your business name as your web address. This is a great advertising tool and is crucial for creating a consistent and memorable brand. In terms of search engine ranking, a domain name containing the right keywords can help to achieve a higher position in search results. Search engines treat the new top-level domains much the same as other more common domains, so registering a new top-level extension, will not have a negative effect on search result ranking.