BlueFly, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Bluefly, Inc. is a leading online retailer of designer fashion brands.The fashion site often features such designers as Marc Jacobs and Diane von Fürstenberg at discount prices.
|Main Telephone||(212) 944-8000|
|Main Fax||(212) 354-3400|
BlueFly, Inc. ContactsContacts (2)
|Carly R.||Chief Marketing Officer||NY|
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|Shayla F.||Director, Marketing & eCommerce||NY|
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Score 85 – Account in Jeopardy: Fashion e-tailer Bluefly hires CMO amid turnaround efforts
Combining our years of agency and media new business experience with predictive analytics, WinmoEdge is pleased to bring you the “here.
Company: Belle & Clive.
Opportunity: Hired fashion marketing veteran Carly Rosenberg as chief marketing officer. She had been VP of e-commerce marketing for Ann Taylor and LOFT since 2010 and previously served as J. Crew’s senior director of e-commerce marketing.
Key to Know
New Funding and Decision Makers: There’s more to Bluefly’s high Predictulator score than the hire of a new CMO. It has Account in Jeopardy written all over it for many reasons, including a new investor (Clearlake Capital) equity investment from CrunchFund. Furthermore, former Buy.com Neel Gover was tapped as CEO in August and former CEO Melissa Payner is back as chief merchandising officer.
Turnaround Efforts: Given her e-commerce experience and Bluefly’s aggressive plans to turnaround its business, look for Rosenberg to hit the ground running. The company cut its losses by more than half in 2013 and is already “on plan” for profitability, according to President Greg Giraud. Moreover, since Clearlake took it private in May, Bluefly has been reconstructing its backend to add a curated fashion marketplace and allow brands to host their own shops, expanding its current selling model.
Therefore, expect Rosenberg and the company to continue making strides across search and work on new grassroots and traditional branding initiatives that will drive top-of-mind awareness among affordable luxury focused women.
Past Struggles: Founded in 1998, Bluefly was one of the world’s first successful fashion e-tailers. From 2010 to 2011, its sales rose 9.5% to $97 million, but then the slide began. In its five years a public company, Bluefly racked up $56.1 million in losses through 2012, when revenue declined 29% to $93.4 million.
Media Spend: According to Kantar Media, Bluefly only allocated $424,000 towards measured media last year, down from $1.6 million in 2012 and $3. 6 million in 2011. For the past three years, the majority of funds have gone to search.
42 West 39th Street
New York, NY 10018
Chief Executive Officer
Chief Marketing Officer