Bluefly Launches Mobile Barcode Technology in Television Commercials

New York, NY – September 27, 2010 – Bluefly, Inc. (NASDAQ Capital Market: BFLY), a leading online retailer of designer fashion and accessories, announced today that it has incorporated mobile barcode technology from Scanbuy, Inc. into its recently launched television advertising campaign, Closet Confessions. The Closet Confessions advertisements, which launched on Bravo media’s various platforms earlier this month, are a series of 45-second spots that feature celebrities giving tours of their closets and sharing stories about their lives. The ScanLife mobile barcodes, or “Quick Response” codes, will appear in the ads through November, giving viewers instant access to additional video content or a $30-off coupon and when they scan the codes with their camera phones using a barcode scanning application.

“Bluefly has been looking for new and innovative ways to approach television advertising and to engage our fashionista consumers in a more dimensional and measurable way”, says Bradford Matson, Bluefly’s Chief Marketing Officer. “We were excited to bring the Closet Confessions episodes to television earlier this month, and have been thrilled with the response from Bravo’s audience to the campaign. Now, by incorporating ScanLife mobile barcode technology into the ads, we are taking Closet Confessions one step further by providing viewers with a unique call to action that allows them to instantly access exclusive content and special offers from their phones while they are watching TV.”

This campaign marks the first time that a retailer in the United States has used Quick Response (QR) codes on television. Bluefly’s Closet Confessions ads featuring the QR codes, which are issued and managed with Scanbuy’s technology, will run through November on Bravo programming, including original airings, and select re-airings of the Emmy-winning series Top Chef, The Real Housewives of D.C., The Real Housewives of Atlanta, Flipping Out, and the new Top Chef Just Desserts.

“We are thrilled to be working with BlueFly on such an innovative and truly breakthrough application for our technology,” said Mike Wehrs, Chief Executive Officer of Scanbuy. “Linking viewers directly to mobile content from a mass media is extremely compelling, especially as consumers are spending more time on their mobile device for entertainment and shopping. The fact that the technology is now being used on television, really demonstrates the explosive growth we have seen this past year.”

The ScanLife mobile application is available for every major mobile operating system and can be downloaded for free by going to www.getscanlife.com from the mobile browser.

About Closet Confessions

Since its launch online in April 2010 Closet Confessions’ celebrity style documentaries have had over 1 million page views as fashionistas flock to watch fashion authorities including heiress Nicky Hilton, Project Runway alum Christian Siriano, Olympic skater and aspiring stylist Johnny Weir, and model / DJ / It Girl Harley Viera-Newton give unscripted tours of their closets. The online series was so popular that Bluefly created short-form episodes as television commercials.

Four short-form episodes of Closet Confessions began airing on Bravo on September 6th including two videos starring Johnny Weir and Nicky Hilton, and two new episodes featuring Bravo talent, Bethenny Frankel of “Bethenny Getting Married?” and Andy Cohen of “Watch What Happens: Live.” The 45-second spots will run during original airings, finales, and select re-airings of the Emmy-winning series Top Chef, The Real Housewives of D.C., The Real Housewives of Atlanta, Flipping Out, the new Top Chef Just Desserts, and The Rachel Zoe Project.

Full episodes of Closet Confessions featuring Christian Siriano, Johnny Weir, PR Maven Kelly Cutrone, star of MTV’s The City Roxy Olin, Bluefly fashionista Mindy Yamamoto, and more at http://blueflyclosetconfessions.com

About Bluefly

Bluefly, Inc. (NASDAQ Capital Market: BFLY) is a leading online retailer of designer brands, fashion trends and superior value. Through its e-commerce Web site, Bluefly.com, the company sells approximately 350 brands of men’s and women’s designer apparel, accessories, and home furnishings at discount prices in the United States. For more information, visit www.bluefly.com.

About ScanBuy

Scanbuy is the leading global provider of mobile barcode solutions that use the camera phone as the link between the physical world and the digital world. The ScanLife solution consists of a multi-barcode reader application and interoperable Code Management Platform. The technology has been successfully deployed and supported by leading mobile providers and handset manufacturers in the United States, Mexico, Chile, Spain, Italy and Denmark. Media companies and marketers use the solution to create and manage measurable 2D barcode campaigns, extending brand engagement onto mobile devices.

Scanbuy has the largest and oldest patent portfolio of any company in the industry, with over 30 patents granted covering the entire solution. The company's investors include Motorola Ventures, Hudson Ventures, Masthead Venture Partners, and Longworth Venture Partners.

For more information on Scanbuy, please visit www.scanbuy.com or www.scanlife.com