Stillwater News Press

Our World

July 26, 2013

Working with college girls to sell style

STILLWATER, Okla. — Advertising executive Karen Zuckerman has assembled a small army of college women across the country to spread the word about her ambitious Rockville, Md.-based dorm-decorating company.

Aptly called Dormify, the start-up — funded with $2 million from a dozen investors and Zuckerman herself — is going head to head with big brands like Pottery Barn, Target and Bed Bath & Beyond as it tries to capture a slice of the collegiate-spending market.

Dormify sells stuff online, such as vinyl wall decals that make you believe a chandelier is hanging from the ceiling. The biggest chunk of its business is bedding, which includes sheets, duvets and decorative pillows under girly names like "California Girl" and "City Chic."

What interests me about the business are the 300 style advisers positioned across 150 colleges. The goal is to create a national network of Dormify ambassadors who will spread the brand through blog posts, photos and updates on social-media sites such as Twitter, Facebook, Pinterest and Instagram. Typical topics run the gamut from basic decorating tips to how to get into a sorority.

"If people like our content, then they are going to be interested in our products," Zuckerman said. "We try to touch on content that all college girls are interested in."

Zuckerman is betting she can blow out the Dormify student brigade into a national distribution channel that not only sells dorm stuff but one day helps young women and couples outfit their apartments after graduation — and maybe even decorate their first homes.

In return for volunteering — style advisers don't get paid, but they can receive a commission from sales — Zuckerman's employees learn to become young businesswomen. They learn how to communicate verbally and in writing. They make contacts. They learn how to market themselves on the Internet.

Text Only | Photo Reprints
Our World
Must Read
Buy & Share Photos
NewsPress e-Edition
NewsPress Specials
AP Video
Obama Chides House GOP for Pursuing Lawsuit New Bill Aims to Curb Sexual Assault on Campus Russia Counts Cost of New US, EU Sanctions 3Doodler Bring 3-D Printing to Your Hand Six PA Cops Indicted for Robbing Drug Dealers Britain Testing Driverless Cars on Roadways Raw: Thousands Flocking to German Crop Circle At Least 20 Chikungunya Cases in New Jersey Raw: Obama Eats Ribs in Kansas City In Virginia, the Rise of a New Space Coast Raw: Otters Enjoy Water Slides at Japan Zoo NCAA Settles Head-injury Suit, Will Change Rules Raw: Japanese Soldiers Storm Beach in Exercises Raw: Weapons Fire Hits UN School in Gaza Raw: Rocket Launches Into Space With Cargo Ship Broken Water Main Floods UCLA Two Women Narrowly Avoid Being Hit by Train Crayola Announces Family Attraction in Orlando
Stocks
NDN Video
Heartwarming 'Batkid Begins' Documentary is Tear-Jerker Sadie Doesn't Want Her Brother to Grow Up Broken Water Main Floods UCLA "Maxim" Hotness! See Jessica Alba's Sizzling Spread Two women barely avoid being hit by train Orlando Bloom and Justin Bieber Reportedly Came To Blows In Ibiza Meet the Man Behind Dumb Starbucks Chris Pratt Adorably Surprises Kids at a 'Guardians of the Galaxy' Screening NOW TRENDING: Peyton Manning dancing at practice "The Bachelorette" Makes Her Decision Thieves pick the wrong gas station to rob Golden Sisters on '50 Shades' trailer: 'Look At That Chest!' Staten Island Man's Emotional Dunk Over NYPD Car - @TheBuzzeronFOX GMA: Dog passes out from excitment to see owner Baseball Hall of Famers Inducted 'Hunger Games: Mockingjay Part 1' Sneak Peek Florida Keys Webcam Captures Turtles Hatching Morgan Freeman Sucks Down Helium on 'Tonight Show' Robin Wright Can Dance! (WATCH) She's Back! See Paris Hilton's New Carl's Jr. Ad