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Online retailer Bluefly Inc launches national Ad campaign

Sep '05
Fashion branded products online retailer Bluefly Inc announced the launch of a national advertising campaign that answers the eternal question: Why Do Women Shop? The campaign, Bluefly's first in five years, exposes the universal feeling of standing (literally) naked in front of a full closet and finding nothing to wear, an experience shared by fashion-conscious women around the world.

The fall ad campaign entitled "That's Why I Bluefly" is the latest step in Bluefly's transformation from purely a discount site to a premier online destination for in-season and on-trend designer apparel and accessories at exceptional value. The campaign's budget is approximately $3.0M.

The TV spots begin with a woman staring at her packed bedroom closet as a dinner party has started in her living room. Frustrated that she has nothing to wear (despite a closet full of clothes) she makes an unexpected and controversial wardrobe choice. The new campaign was the first for Bluefly to be created by New York's McCaffery Gottlieb & Lane.

"The ads tap into the emotional reasons women shop," said CEO Melissa Payner. "Practically every emotion can trigger what they call the 'shopping gene': joy, boredom, rage, envy, lust, stress. The truth is that women shop when they're happy, sad, mad at their boyfriend, if they've had the greatest day ever or they're just plain bored. The campaign celebrates this shopping DNA and reveals universal experiences that most women can relate to."

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