Journal Express, Knoxville, IA

CNHI/SE Iowa

July 22, 2013

Working with college girls to sell style

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
CNHI/SE Iowa
  • 072214 Diamond Llama 1.jpg Llama on the loose corralled in Missouri town

    A llama on the lam cruised Main Street Tuesday before it mistook a resident’s fenced backyard for a place to grab a meal and freshen up.

    July 22, 2014 2 Photos

  • An oncologist uses scorpion venom to locate cancer cells

    Olson, a pediatric oncologist and research scientist in Seattle, has developed a compound he calls Tumor Paint. When injected into a cancer patient, it seems to light up all the malignant cells so surgeons can easily locate and excise them.

    July 22, 2014

  • Screen Shot 2014-07-22 at 2.00.42 PM.png VIDEO: Train collides with semi truck carrying lighter fluid

    A truck driver from Washington is fortunate to be alive after driving his semi onto a set of tracks near Somerset, Ky., and being struck by a locomotive, which ignited his load of charcoal lighter fluid.

    July 22, 2014 1 Photo

  • mama.jpg What we get wrong about millennials living at home

    If the media is to be believed, America is facing a major crisis. "Kids," some age 25, 26, or even 30 years old, are living out of their childhood bedrooms and basements at alarmingly high numbers. The hand-wringing overlooks one problem: It's all overblown.

    July 22, 2014 1 Photo

  • Wal-Mart to cut prices more aggressively in back-to-school push

    Wal-Mart Stores plans to cut prices more aggressively during this year's back-to-school season and will add inventory to its online store as the chain battles retailers for student spending.

    July 21, 2014

  • Hospitals let patients schedule ER visits

    Three times within a week, 34-year-old Michael Granillo went to the emergency room at Northridge Hospital Medical Center in Los Angeles because of intense back pain. Each time, Granillo, who didn't have insurance, stayed for less than an hour before leaving without being seen by a doctor.

    July 21, 2014

  • Starved Pennsylvania 7-year-old weighed only 25 pounds

    A 7-year-old Pennsylvania boy authorities described as being so underweight he looked like a human skeleton has been released from the hospital.

    July 21, 2014

  • Fundraiser for soldiers' families approaching

    CENTERVILLE — Justin Zaputil remembers when Master Sgt. Travis Riddick died. The common reactions didn’t feel right. Mourning and then moving on left something undone. It didn’t seem to accomplish what Zaputil and a handful of others wanted. It didn’

    July 21, 2014

  • Malaysians wonder 'Why us?' after second loss of airline jet

    It was all too familiar. Grieving families rushing to airport. The flashing television graphics of a plane's last radar appearance. The uncomfortable officials before a heavy thicket of microphones.
    For many Malaysians, the disappearance of Flight 370 in March has been a long trauma from which the nation has not yet recovered.

    July 18, 2014

  • A quarter of the world's most educated people live in the 100 largest cities

    College graduates are increasingly sorting themselves into high-cost, high-amenity cities such as Washington, New York, Boston and San Francisco, a phenomenon that threatens to segregate us across the country by education.

    July 18, 2014

Features
AP Video
AP Review: Amazon Fire Adds Spark to Smartphones Judge Ponders Overturning Colo. Gay Marriage Ban NYPD Chief Calls for 'use of Force' Retraining VA Nominee McDonald Goes Before Congress Airlines Halt Travel to Israel Amid Violence US Official: Most Migrant Children to Be Removed Police Probing Brooklyn Bridge Flag Switch CDC Head Concerned About a Post-antibiotic Era Raw: First Lady Says `Drink Up' More Water Raw: Massive Fire Burns in North Dakota Town Raw: Truck, Train Crash Leads to Fireball Courts Conflicted Over Healthcare Law Holder Urges Bipartisanship on Immigration US Airlines Cancel Israel Flights Obama Signs Workforce Training Law Obama Offers Condolences at Dutch Embassy Michigan Plant's Goal: Flower and Die WWII Vet Gets Medals, 70 Years Late Weather Gives Washington Firefighters Hope Veteran Creates Job During High Unemployment
Facebook
Hyperlocal Search
Premier Guide
Find a business

Walking Fingers
Maps, Menus, Store hours, Coupons, and more...
Premier Guide
Poll

Upon completion and reopening of Third Street, should the City of Knoxville wait to start the next stage of the Streetscape and Infrastructure project until 2015?

Yes
No
     View Results