BFLY - Engaging Customers with Viral Video

Bluefly (NASDAQ Capital Market: BFLY) the leading online luxury fashion retailer and WWD.com, the online home of the authoritative fashion industry publication WWD, have teamed up via a marketing partnership to deliver exclusive viral web videos via Bluefly.com. Launching February 17th, the three-part video series will highlight the season's most coveted trends straight off the Fall 2010 runways in New York, Milan, and Paris. WWD Merchandising Expert, Kristen Wildman will track the trends exclusively for Bluefly live from the shows.

Bluefly CEO Melissa Payner says: "Our customers are obsessed with translating the most important catwalk trends for their own closets. With this partnership, we're delighted to present them with expert tips on the looks that matter most."

Along with the videos, viewers will also have the opportunity to access real-time commentary from Bluefly Style Experts who will be tweeting live from the tents at New York's Bryant Park at Twitter.com/bluefly.com. Bluefly Style Experts will also post Facebook-exclusive images and cover the shows on Bluefly's blog FlyPaper. "With social media connecting us all, Fashion Week is no longer an event that only insiders can access," Melissa Payner observes. "We're happy to be working with WWD in giving the global online community this exclusive access."

This is a smart move for Bluefly, viral web videos are a relatively new marketing technique that when done well can attract massive amounts of the target audience. Here is just another example of how social networks are really becoming an avenue for marketing.