David Fontana

​How do you increase sales for a fashion-like brand targeting 20-somethings?

Convince them to act like a retailer and take advantage of data that the core consumer was really a late 30-something with a 20-something sense of style - a person who still connected with traditional channels; however was extremely discriminating in her choices.   As new technologies became significant and changed consumer behavior the efforts were adjusted to be more engaging, provide better targeting and customer growth.

The media strategy resulted in significant sales growth, more customers, higher average sales and an increase in awareness of bluefly. The strategy was highlighted in the book “Why She Buys”.

Media Touchpoints

  • Partnerships and branded content replaced traditional broad fashion oriented print buys:
  • Negotiated brand integration sponsorship of “Project Runway” that included active sponsorship elements and in-programming elements (“the bluefly style wall”)
  • Worked with Bravo to create ads using “Bravo-celebrities”. This lead to shared extended web based content
  • Worked with the CW in creating programing  / online original content
  • Extended: 90 second units after midnight alloweding the brand to “push the limits” with a more provocative execution, in line with the bluefly user profile. At the same time acting more like a DR advertiser to generate site traffic
  • In Print, customized units to feel native to the publication (i.e. shopping tabs in Lucky)
  • In movie sponsorships / partnerships – “Sex and The City” and “Confessions of a Shopaholic”


Revised tactics reflected changes in our use of media

  • On-going optimization based on site visits to maximize effectiveness - looking at sales by days, time, media channel etc.
  • The Bravo partnership included running the first QR Code on Network TV within a commercial in the US. This tactic appealed to the multiple screen bluefly user who watched TV while using their smartphone to connect directly to the site.
  • Recognizing that our very social target went out on Thursday and Friday nights and with Saturday/Sunday marathon-viewing / binge-watching on the rise, worked with networks to sponsor blocks of marathons – which we called “hangover recovery targeting”.

Marketing & Media professional