Online Shopping Comparison: Bluefly.com Vs. eLuxury.com
- By Kyle James
Bluefly.com and eluxury.com
both sell designer luxury goods; this is where the similarities stop. The designers they offer include brands like Prada, Fendi, Gucci,
Louis Vuitton & more. First I will examine Bluefly.com. Their motto is, "Over 350 Designers. Up to 75% Off." Their target audience is people that are looking for the designer
name but not willing to pay full price. Every product on the Bluefly.com website is sold at a discount. You cannot buy an item at full price if you so wanted. I found a sweater by Hayden that retailed for $240 on sale for
$62.99. That is 74% off the retail price, very impressive savings.
The website itself is set up in more of a casual setting with bold bright colors that is similar to
Gap.com. This leads me to believe that they are targeting a younger audience. This makes sense due to the fact that they do sell at a discount,
which attracts a younger demographic that does not make the income needed to
shop at eluxury.com.
Eluxury.com on the other hand, is not in the market of selling at a discount. They are currently running a
'January Clearance Sale', but that is the only hint of a possible
discount on the entire website. Their target market is an older web user who only wants the best and is not
concerned about the price. Eluxury.com business strategy appears to involve superior selection and great customer
service. They carry the newest models and fashions where Bluefly.com tends to sell last season's apparel
line at a discount. Thus, eluxury.com distinguishes themselves by having the newest and trendiest
products. Their online customer service appears superior as they offer 'Live Chat' with a knowledgeable
customer representative.Bluefly.com does not offer this service.
I feel that both sites express their goals in a very clear manner. Bluefly.com
makes it very obvious on their homepage that they offer great deals.The top of this page advertises sweaters up to 80% off.It would take 2 seconds for the average web user to realize the goal
of Bluefly.com, which is to sell designer names at a large discount.Another goal at Bluefly.com is customer retention which they are
attempting to achieve thru an email newsletter and a customer contest.
Eluxury.com is also expressing their strategy in a strong manner. On
their homepage, they have a very large picture of a pink handbag and
matching shoe with the caption, "Pink Rain Collection - Dior's remedy
for the winter blues". They make it clear that this purse and pair of shoes is the newest, hippest thing
in fashion that every woman needs this winter. This reinforces the business goal of offering the newest products and
fashions for the discerning shopper.
On a personal note, I will not
be shopping at eluxury.com anytime soon as they are a little out of my price
range! Bluefly.com on the other hand, may get some business from me. Both
websites are nicely designed and very easy to navigate.
© 2005, Kyle James
If you are interested in shopping at Bluefly.com, you can check out my Bluefly here!
