BLUEFLY.COMKaty Mullis

Tiffany McLayErin Peterson

Eden Stoller

What is BLUEFLY?

“The Ultimate Hookup for the

Fashion Obsessed”

“…Bluefly features a dynamic design, superior customer service, and the most advanced search technology available through an online apparel store.”

What is BLUEFLY?

Online Off-Price E-tailer that Sells In Season / On-Trend: Designer Apparel (Men and Women) Accessories Home Decor

Target Market

Women 25-49

Upper-Middle and Upper

Class, but still looking for

a “bargain”

Fashion Forward

Target Market

Career and Social-Life Balance Important

Read Vogue, Harper’s Bazaar, In Style, etc…

Watch Sex and the City

Company History

Evolved from Pivot Rules Golf Apparel into Bluefly, Inc. which was Founded in 1991

Initial public offering was on May 21, 1997

Bluefly.com was launched in 1998

The First Off-Price Designer Outlet Online

“We always have to be nimble, fast and ready to turn directions on a dime. The “Fly” seemed to perfectly symbolize our objectives. The idea of "Blue" really came from giving the name a friendly personality....and thus, "Bluefly" was born.”

The Buzz on BLUEFLY

George Soros Owns 75% of Bluefly, Inc.

Offers 10,000 SKUs from 350 Labels

85 Employees

“Why I BLUEFLY”

First E-Tailer of Discount Designer Apparel and Accessories

Loyal Customer Base

Website Clean Design Easy to Navigate

Successful Advertising and Promotion

What Doesn’t Fly with BLUEFLY

Financial Performance Yet to Show a Profit

2005 Total Revenue $58.8 million 2005 Net Income -$3.8 million

Chronically low stock prices Has so far avoided NASDAQ delisting Current prices under $1

Ways to Fly Higher

More Diverse Designers

Up and Coming Designers

Overall Company Growth

Possible Expansion into Other Retail Formats

Fly-Swatters

Emergence of New Competitors YOOX.com eLuxury.com eBay.com

Brick & Click Nordstrom Sak’s Fifth Avenue Neiman Marcus

Sources

Bluefly.com

http://www.adjab.com/2005/09/12/cable-nets-reject-bluefly-com-ad/

http://finance.yahoo.com

http://hoovers.com/bluefly/--ID__53166--/free-co-factsheet.xhtml

www.internetretailer.com/dailyNews.asp?id=16088

Derby, M. (2004). Bluefly sets up shop outside web. Women’s Wear Daily, 188(114), 15-15.

Dollarhide, M. Bluefly buzz bags shoppers. (2006). Incentive, 180(1), 10-10.

Hawn, C. (2005). Bluefly swatter. Business, 6(9), 70-700.

Hein, K. (2006). Marketers test line between porn and P.C. Brandweek, 47(33), 4-4.

Moin, D. (2004). Bluefly founder exits. Women’s Wear Daily, 188(44), 26-26.