Bluefly Debuts New Logo, Branding and Platform

BlueflyBluefly is updating its look, and starting today, customers visiting the largest online fashion destination and marketplace with over 2,500 brands will notice changes to the company’s logo and branding on its new traditional and mobile platforms, as well as a new app for iOS and Android.

Powered by a new Mozu ecommerce platform, Bluefly will deliver a seamless shopping experience for customers no matter where they shop.

Bluefly’s new look, developed in partnership with Gates Creative, is relatable, accessible, and friendly to visitors. Refreshed and simplified, the new branding and logo, which is accented with punctuation – a period – reinforces the site’s overall promise that Bluefly is “the destination where you find everything that you seek. Period.” Additionally, Bluefly’s new “Find what you seek” tagline now encompasses all of the site’s recent category additions, including men’s and children’s apparel and accessories, home furnishings and décor and beauty items, as well as emphasizing its new marketplace model which offers thousands of new products to customers.

“We’ve seen tremendous growth in the past year, with hundreds of new brands and thousands of new customers shopping each month, which is why we are delivering more ways for our customers to experience Bluefly,” says Carly Rosenberg, President of Bluefly. “The new logo design was particularly strategic; it uses the most straightforward punctuation mark, the period, to show that Bluefly is making a statement we confidently stand by. We live for the rush of shopping and I’m certain that our beautiful, new environment will captivate our customers as they discover fresh finds.”

Much of Bluefly’s recent growth is attributed to its successful transition to a marketplace model, growing from 0% to 40% of all Bluefly orders in the past two years. While the site currently sells from inventory stocked in its warehouse as well as direct from its marketplace partners, 90% of the items featured on the site are marketplace with over 100,000 SKUS available.

For customers, the experience between marketplace and owned inventory is seamless, however this new model allows Bluefly to expand its offerings by bringing a selection of high-end niche brands as well as up-and-coming brands to its customers, allowing them to shop “high-low”, for items at full price and at value. Bluefly is the first fashion retailer to launch a marketplace.

Bluefly partnered with DynamicAction to invest in the SaaS technology solution to further its transition into a pure-play marketplace model. DynamicAction will analyze data from across Bluefly’s organization and prescribe profit-ranked business changes that will improve operations and maximize sales for top designer brands.

“It was imperative to employ technology solutions that are uniquely poised to solve fashion retail issues, and find a partner who could seamlessly integrate, uncover and improve all aspects of our operations,” Rosenberg said. “We will now be able to both analyze our data in a historical mindset and solve immediate needs to capitalize on future opportunities; continuing to build our business as the leading fashion marketplace.”

Bluefly's new home page, powered by Mozu's ecommerce platform.
Bluefly’s new home page, powered by Mozu’s ecommerce platform.

Bluefly is also offering an enhanced shopping experience through its new ecommerce platform, Mozu. The progressive ecommerce platform allows Bluefly to manage their catalog and site content so customers can see new products, product updates, and promotions instantly on the app, mobile site, and desktop site. Bluefly customers can now easily shop on any device due to optimization for mobile and overall enhanced content.

“We have always been a leader in retail technology and these updates enable us to offer a holistic shopping experience between desktop platforms, the mobile web and mobile apps that is worthy of our sophisticated, discerning customers,” says Rosenberg.

Bluefly’s refreshed and simplified look, combined with enhanced content, improved search functionality and optimization for mobile devices, allows consumers to better interact with the site.

Through Mozu’s flexible and unified platform and a completely integrated content management system, Bluefly customers will see new products, changes to existing products, discounts and promotions instantly across the app and website due to Mozu’s merchandising tools, which eliminate the reliance on IT for storefront changes.

Mozu’s newly launched mobile app for iOS and Android enables Bluefly to stay constantly connected to its customers using the same tools to update content on mobile, desktop and app. The Mozu platform also allows Bluefly to keep its customers engaged with the creation and scheduling of push notifications in the same tool – a task that was previously impossible.

Tim Parry is Multichannel Merchant’s Managing Editor, and the lead programmer for Growing Global.

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