BLUEFLY.COM Katy Mullis Tiffany McLay Erin Peterson Eden Stoller

What is BLUEFLY? “The Ultimate Hookup for the Fashion Obsessed”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 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 Successful

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 Derby, M. (2004). Bluefly sets up shop outside web. Women’s Wear Daily, 188(114), Dollarhide, M. Bluefly buzz bags shoppers. (2006). Incentive, 180(1), Hawn, C. (2005). Bluefly swatter. Business, 6(9), 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),