Bluefly Goes After The Younger Shopper
Online retailer Bluefly.com is doing its best to keep shoppers coming back. Over the last couple years they have run racy television ads to lure consumers, now after some new financing they have launched a new boutique within the main retailer. B*fly is a new boutique aimed at the younger crowd. It carries trendy separates for men and women that focus on contemporary trends at reasonable prices. The new store mirrors a move that some bricks and mortar stores such as Barney's with their Co-op and Neiman Marcus with their Cusp stores. Will it be enough to boost the online retailer, which has reported a weak fourth quarter and has released lowered expectations for the coming year?