IQ News: Retailer Bluefly Takes “Lifestyle” Approach

Online discount clothing retailer Bluefly this week launches a seven-figure print effort positioning its e-commerce site as a “lifestyle” option.
A print execution breaks Wednesday in Time Out New York featuring the same dark and light blue tones that color bluefly.com. The new tagline: “The Outlet Store In Your Home.”
Bluefly hopes to build a name with consumers that gels with their desire to purchase discounted clothing from designers such as Tommy Hilfiger, Prada and Ralph Lauren. The site launched in September.
The ad was chosen for its “unusual use of color and graphic style,” said Kenneth Seiff, CEO of the New York-based e-retailer. “It created an ability to break through the clutter of fashion advertising with a simple message: that shopping for designer apparel on the Internet is convenient, easy and can be done at any time.
“In developing our marketing campaign, we believed that since we weren’t just offering 25 to 75 percent savings on the apparel, we could be the first retailer to build a lifestyle brand around an off-price retailer in the way that The Gap has done with basic apparel,” he said.
“We could have chosen to adopt the ‘price wins all’ strategy,” he continued. Bluefly, however, assumes fashion consumers value style perhaps even more than getting a bargain.
Creative and media are handled in-house, as is its site, although it was launched by Grey New Technologies unit Kaufman Patricof Enterprises, New York. “I’m a big believer in controlling the process in-house because nobody better understands our positioning and brand assets,” Seiff explained.
The ad will run through the second quarter in approximately 20 consumer magazines, including Harper’s Bazaar, Vogue, GQ and Wired. The site has keyword search deals with portals including America Online, Yahoo!, Lycos, Excite, Go Network and Home Network.