Trying to figure out what BlueFly’s newly branded B-fly section is all about. It’s obviously a straight shot at the younger, hipper affluent market, but are they offering new product lines or just using a different strategy to market the same old stock? My money’s on the latter as I’m not spotting anything new in the inventory. I do like this “boutique” approach and think it will attract more of the Revolve and Shopbop crowds to BlueFly.