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BLUE FLY.COM

BLUE FLY.COM. Katy Mullis Tiffany McLay Erin Peterson Eden Stoller. What is BLUE FLY?. “The Ultimate Hookup for the Fashion Obsessed ” “…Bluefly features a dynamic design, superior customer service, and the most advanced search technology available through an online apparel store.”.

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BLUE FLY.COM

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  1. BLUEFLY.COM Katy Mullis Tiffany McLay Erin Peterson Eden Stoller

  2. What is BLUEFLY? • “The Ultimate Hookup for the Fashion Obsessed” • “…Bluefly features a dynamic design, superior customer service, and the most advanced search technology available through an online apparel store.”

  3. What is BLUEFLY? • Online Off-Price E-tailer that Sells In Season / On-Trend: • Designer Apparel (Men and Women) • Accessories • Home Decor

  4. Target Market • Women 25-49 • Upper-Middle and Upper Class, but still looking for a “bargain” • Fashion Forward

  5. Target Market • Career and Social-Life Balance Important • Read Vogue, Harper’s Bazaar, In Style, etc… • Watch Sex and the City

  6. Company History • Evolved from Pivot Rules Golf Apparel into Bluefly, Inc. which was Founded in 1991 • Initial public offering was on May 21, 1997 • Bluefly.com was launched in 1998 • The First Off-Price Designer Outlet Online • “We always have to be nimble, fast and ready to turn directions on a dime. The “Fly” seemed to perfectly symbolize our objectives. The idea of "Blue" really came from giving the name a friendly personality....and thus, "Bluefly" was born.”

  7. The Buzz on BLUEFLY • George Soros Owns 75% of Bluefly, Inc. • Offers 10,000 SKUs from 350 Labels • 85 Employees

  8. “Why I BLUEFLY” • First E-Tailer of Discount Designer Apparel and Accessories • Loyal Customer Base • Website • Clean Design • Easy to Navigate • Successful Advertising and Promotion

  9. What Doesn’t Fly with BLUEFLY • Financial Performance • Yet to Show a Profit • 2005 Total Revenue $58.8 million • 2005 Net Income -$3.8 million • Chronically low stock prices • Has so far avoided NASDAQ delisting • Current prices under $1

  10. Ways to Fly Higher • More Diverse Designers • Up and Coming Designers • Overall Company Growth • Possible Expansion into Other Retail Formats

  11. Fly-Swatters • Emergence of New Competitors • YOOX.com • eLuxury.com • eBay.com • Brick & Click • Nordstrom • Sak’s Fifth Avenue • Neiman Marcus

  12. Sources • Bluefly.com • http://www.adjab.com/2005/09/12/cable-nets-reject-bluefly-com-ad/ • http://finance.yahoo.com • http://hoovers.com/bluefly/--ID__53166--/free-co-factsheet.xhtml • www.internetretailer.com/dailyNews.asp?id=16088 • Derby, M. (2004). Bluefly sets up shop outside web. Women’s Wear Daily, 188(114), 15-15. • Dollarhide, M. Bluefly buzz bags shoppers. (2006). Incentive, 180(1), 10-10. • Hawn, C. (2005). Bluefly swatter.Business, 6(9), 70-700. • Hein, K. (2006). Marketers test line between porn and P.C. Brandweek, 47(33), 4-4. • Moin, D. (2004). Bluefly founder exits. Women’s Wear Daily, 188(44), 26-26.

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