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Hip online clothing discounter has chosen Bates USA as its first agency. The New York shop, which will handle broadcast, breaks its first work for the retailer this week.

Bluefly begins with 60-second radio spots that use a fictional fashion reporter conducting irreverent interviews. The tag: " Fabulous fashions. Fierce prices."

The radio ads initially will run in New York City through December. Bluefly chose New York to attract fashion-forward consumers and financially focused Wall Streeters.


Bluefly buys designer wares directly from fashion houses, then sells to consumers on its Web site. The site has limited selection and sizes, but offers deep discounts on clothing, housewares and gifts.

The company ran some print advertising last year, created by in-house designers. However, Bluefly hasn't decided whether or not it will continue to handle print in-house.

As for TV commercials, the marketer is mulling a decision.

"If you're going to be a player in the dot-com space, you'll probably have to consider TV at some time," said Chris Clark, Bates North America exec VP-director of planning and strategic development. "But they're not impatient. They want to make sure they have the product and the back-end system together before doing anything else."

The company was started by E. Kenneth Seiff, founder and then-CEO of golf-apparel maker Pivot Rules. He and his staff opened Bluefly's cyber-doors in the fall of 1998.

The Web site includes features, news and fashion tips, as well as a special

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