October 21, 2010, 3:46 PM

Bluefly launches a Facebook shopping page

The designer clothing retailer offers cashmere apparel on its Facebook page.

Nesli Karakus

Senior Editor, Research

Lead Photo

Bluefly Inc., an online retailer of discounted designer apparel and accessories, has taken a step closer to selling directly on Facebook. The company created a tab on its Facebook page where consumers can shop for cashmere apparel.

“Our customers are very engaged with the Bluefly brand on Facebook and it is an important traffic driver to our site,” says Bradford Matson, chief marketing officer for Bluefly, No. 163 in the Internet Retailer Top 500 Guide. “We’ve seen that more and more, users are spending increased time with brands on Facebook and prefer not to migrate outside the walls for a shopping experience. By launching our own proprietary boutique we are offering mobility and flexibility to our customers that they have never had before.”

On Bluefly’s Facebook page consumers can click on a “Shop” tab to see the cashmere products. They can sort items by color, popularity, lowest and highest priced, or view them all. Shoppers can also filter by specific price ranges. In addition, customers can insert their own comments about products, click the Like button, and they can click a Share button that posts products on their own Facebook page wall and distributes them on their news feed.

Once customers click to purchase something, they are directed to the item’s product page on Bluefly’s site to continue with the checkout.

“Gone are the presumptuous days where retailers could expect consumers to come to them. These days it's all about brand portability and ubiquity,” Matson says.

Bluefly worked with San Francisco-based technology provider Involver to create the social media platform for its cashmere page, which took about five weeks to create, the company says.

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