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Bluefly announces launch of 'WEDDING 2.0'

Oct '08
Bluefly is putting a rest to wedding stress and launching WEDDING 2.0, a full-service shop for the modern wedding where bridesmaids, groomsmen and guests – even the couple on the fly – can take care of all their nuptial needs with just a click of their mouse.

Unlike typical wedding websites, WEDDING 2.0 will be an easy to navigate, intuitive shopping experience that will guide users to shop by their connection to the wedding: “I'm in it” or “I'm invited”. By logging onto Bluefly.com/wedding, bridesmaids can shop for dresses they will actually want to wear again while guests can pick up the ideal outfit along with the perfect gift.

As a service to the bride, WEDDING 2.0 alleviates some of the anxiety that comes with planning the big day by curating luxury apparel and amazing accessories for their bridesmaids and groomesmen from the most revered designer names. By clicking “I'm In It,” they can shop by color, formal, and semi-formal.

Guests anxious about what to wear or buy the wedding couple can relax too. By clicking “I'm invited,” they will be directed to a page that will allow them to choose from a tightly edited collection of gifts and designer looks, again organized by the type of wedding – formal, semi-formal, civil ceremony, or destination.

“WEDDING 2.0 is designed to be a one-stop specialty shop – the ultimate destination and resource for anyone planning or attending a wedding,” said Bluefly CEO Melissa Payner. “We recognize there is so much angst surrounding wedding prep and want to give shoppers an outlet where they can point and click their way to the perfect wedding and latest trends without leaving their laptop.”


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