Bluefly Adds Social Media Crack To Their Site In The Form Of “Closet Confessional”
I used to watch Cribs. Remember that show? Everyone kind of liked it because you’d follow people like Mariah Carey around her house and she’d show us things like a diamond encrusted toilet or whatever she had in her house that we didn’t. It was a great because a lot of people like to peek into other people’s lives. Just think of all the people that go to open houses with no intention of buying a house. Just look at how much time I spend on Craigslist for no reason.
Anyway, Bluefly has a new social component on their site called “Closet Confessional” which is basically peeking into celebrity closets as well as regular people’s closets. Here are the social components to it:
Video – lots of video from celebs like Christian Siriano and my favorite Kelly Cutrone . They are really well done and fun to watch because it’s exactly what’s in their closet. Not “Tips to be like so and so”. Fashion is a visual thing so video completely makes sense here.
Visitor Engagement – Bluefly asks its visitors to upload photos or videos of their favorite items in their closets which adds another great level to the program. They ask for different things every week like the “flyest thing in the closet” or “best accessory”.
Contest – This is pretty great. Visitors rate all of the uploaded items and if your is rated the highest you get hooked up with a Bluefly gift card for $500.
Why This Works – This works because Bluefly figured out the bottom line to their audience and that’s looking at clothes. By taking it’s fans through the closets of famous and non-famous alike they have really connected with their audience and the contest is just a cherry on top.
** Notice how the contest isn’t “Send us your favorite BLUEFLY article of clothing”. This wouldn’t have been as good. They simply had to add a platform for the fashion folks to do what they love which is look at clothes and probably the next time they want to shop they will at least stop by Bluefly. Why? Because we will go to sites that we’ve gone to before. Simple as that.
(hat tip: Stylite)
After our conversation earlier in the week about Kelly Cutrone, I stumbled across these ‘Closet Confessionals’ too! I thought they did a great job of providing really engaging content. After watching them all, I pined for more and then immediately started following bluefly on Twitter.
In the end, hard selling marketing techniques, ultimately loses credibility of the brand. Consumers want to connect without being forced fed BS. This is a perfect example of a brand that did interactive right.
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