Bluefly comes to Bravo with "Closet Confessions"

* 45-second spots feature celebrity closets

* Company hopes to attract more Bluefly loyalists

By Alexandria Sage

SAN FRANCISCO, Sept 7 (BestGrowthStock) – Bluefly Inc (BFLY.O: ), the
e-commerce fashion site, is bringing its online reality series
Closet Confessions to Bravo TV, 45 seconds at a time, hoping to
create extra brand awareness with shoppers in advance of the
holidays.

Closet Confessions, which launched this spring on
Bluefly.com, is a roughly two-minute look inside celebrities’
closets and does not itself endorse specific product to sell.

“It really is a piece of entertainment in an ad slot,” said
Bluefly Chief Marketing Officer Bradford Matson. “We resisted
saying, ‘You can get all this at Bluefly,’ because that’s not
the point.”

The series of 45-second ads, which began airing on Bravo
Tuesday and will continue this fall and spring, feature
celebrities such as socialite Nicky Hilton, figure skater
Johnny Weir and “Real Housewives of New York” star Bethenny
Frankel.

Bluefly, which sells designer fashions on its website at a
discount and says it was the first online fashion site to
include a style blog, still focuses on new marketing to appeal
to fashion-hounds.

Most famously, the company partnered with Bravo’s “Project
Runway,” allowing contestants of that fashion designer
competition to use a Bluefly accessories wall.

The company also ran television ads beginning in 2006 that
featured a woman with no clothes on lamenting the fact that she
had nothing in her closet to wear.

Matson declined to disclose the cost of the advertising
with Bravo, but said the Closet Confessions ads represent the
bulk of the company’s offline marketing.

Previous television ads have corresponded to spikes in
Bluefly.com page views, he said.

“The reason we like television is we can measure the impact
of television better than we can print,” Matson said.

Last month, Bluefly posted a 4 percent rise in revenue to
$20.5 million and turned to an operating loss of $669,000 from
year-ago income of $161,000.

It said then that online and offline marketing expense
would increase by $1.1 million from the prior year.
(Reporting by Alexandria Sage; Editing by Tim Dobbyn)

Bluefly comes to Bravo with "Closet Confessions"