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Bluefly Closet Confessions connects fashion & social media
08
Apr '10
Starting April 7th Bluefly.com revolutionizes the way we interact with fashion content with the launch of www.BlueflyClosetConfessions.com. With social media outlets such as Twitter and Facebook fast becoming today's leading tools for brand expansion and outreach, Bluefly.com ups the ante marrying fashion and social media to create the ultimate online social destination for fashionistas, shopaholics & closet cases alike. This interactive portal for sharing style obsessions and ideas gives Users the tools and platform to simultaneously create their own content and become style icons with the click of a button.

Featuring an exclusive short film series that opens the closet doors of style stars including socialite/designer Nicky Hilton, hugely successful fashion designer & Project Runway Season 4 winner Christian Siriano, Manhattan DJ & It-Girl Harley Viera-Newton, and power publicist & television personality Kelly Cutrone Closet Confessions is a custom-designed site complete with embeddable video, live Twitter feed, voting scenarios reminiscent of Digg, and comment features that allow the community to interact with one another. Closet Confessions will not live on Bluefly.com, but feature direct links to Bluefly's main categories. The films are shot by award-winning director & MTV alum Lena Beug and produced by Moxie Pictures.

The industry leader in online retail, Bluefly has taken note of the increasing portability of community and content by allowing consumers to be in charge of their own programming. “At Bluefly, our strategy has been to create content collaboratively: inviting the user to create and directly participate in the media they consume,” Bluefly's Chief Marketing Officer Bradford Matson explains. “With Closet Confessions, we're giving them the tools and the platform to do just that.”

Matson adds, “We're already successfully engaging our customers this way on Facebook and Twitter, just as we've done in the past with content that extends their favorite shows and movies—America's Next Top Model, Project Runway, Gossip Girl, and the Sex & the City movie—into the online space.” The March 2010 Bluefly go-see challenge on America's Next Top Model for example, was extended by a robust content experience on Bluefly.com that included exclusive footage, blogs, and an interactive “You Be the Art Director” feature that enabled Users to engage with the content on a deeper level. “The success of our on-air to online extensions just confirms that our customers are hungry for the increased interactivity we've built into the Closet Confessions experience.”

As an added bonus, Closet Confessions Users can enter monthly contests sharing “The Fly-est Thing” in their closet, for example, for the chance to win a $500 Bluefly hook-up. (The closet with the most “flies” wins.) Matson points out, “With Closet Confessions we're customizing social media for the fashion-obsessed.”

Bluefly Inc


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