Bluefly Connects Fashion & Social Media with a New Platform Featuring Celebrity & Consumer Closets

Today, Bluefly.com launched of www.BlueflyClosetConfessions.com. Twitter and Facebook have become the retail industry’s leading tools for brand expansion and outreach. Following in the foot steps of Ann Taylor Loft and Burberry creating its own social community. But Bluefly.com has upped the social ante, creating an online social destination that not only lets users shop in their closets, but in that of their favorite celebs.

Bluefly Closet Confessions Social Features

This sites is a portal for sharing style obsessions and ideas gives users the tools and platform to simultaneously create their own content  and become style icons with the click of a button. Closet Confessions is a  custom-designed site complete with embeddable video, live Twitter feed  (hashtag: #bfclosets), voting scenarios reminiscent of Digg, and comment  features that allow the community to interact with one another. Closet Confessions will not live on Bluefly.com, but feature direct links to Bluefly’s main categories.

Exploring Style Icon & Celebrity Closets

The site also features an exclusive short film series that opens the closet doors of  style stars including socialite/designer Nicky Hilton, hugely successful  fashion designer & Project Runway Season 4 Winner Christian Siriano, Manhattan DJ & It-Girl Harley Viera-Newton, and fashion publicist Kelly Cutrone. The films are shot by award-winning director and MTV alum Lena Beug and produced by Moxie Pictures.

Social Suaveness Common Place Among Digital Brands

It seems Bluefly has taken note of the  increasing portability of community and content by allowing consumers to  be in charge of their own programming. “At Bluefly, our strategy has  been to create content collaboratively: inviting the user to create and  directly participate in the media they consume,” Bluefly’s Chief  Marketing Officer Bradford Matson explains. “We’re already successfully engaging our customers this way  on Facebook and Twitter, just as we’ve done in the past with content  that extends their favorite shows and movies — America’s Next Top Model,  Project Runway, Gossip Girl, and the Sex & the City  movie–into the online space.”

The March 2010 Bluefly go-see challenge on America’s  Next Top Model for example, (which caused Bluefly to be the #2  search term on Google for the 12-hour time period directly after the  episode aired), was extended by a robust content experience on  Bluefly.com that included exclusive footage, blogs, and an interactive  ”You Be the Art Director” feature that enabled users to engage with the  content on a deeper level. “The success of our on-air to online  extensions just confirms that our customers are hungry for the increased  interactivity we’ve built into the Closet Confessions experience.”

And of course – there’s free swag! But it’s good swag.

As an added bonus, Closet Confessions members can enter monthly contests  sharing “The Fly-est Thing” in their closet, for example, for the chance  to win a $500 Bluefly hook-up. (The closet with the most “flies” wins.)  Matson points out, “With Closet Confessions we’re customizing social  media for the fashion-obsessed.”