CullmanTimes.com - Cullman, Alabama

Community News Network

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
Community News Network
  • Why do wolves howl?

    Of all the myths that dog the wolf, none is more widely accepted than the idea that wolves howl at the moon. Images of wolves with their heads upturned, singing at the night sky, are as unquestioned as a goldfish's three-second memory or a dog's color-blindness (both also myths).

    April 18, 2014

  • Biggest student loan profits come from grad students

    This week, the Congressional Budget Office projected that the federal government would earn roughly $127 billion from student lending during the next 10 years.

    April 18, 2014

  • quake.jpg Pennsylvania won’t take action following Ohio ruling on quakes, fracking

    Pennsylvania officials plan no action despite new Ohio rules on drilling that affect a seismically active area near the state line.

    April 18, 2014 1 Photo

  • VIDEO: Boston bomb scare defendant appears in court

    The man accused of carrying a backpack containing a rice cooker near the Boston Marathon finish line on the anniversary of the bombings was arraigned Wednesday. He's being held on $100,000 bail.

    April 17, 2014

  • The case for separate beds

    The other night I slept on a twin bed in the guest room of the house I share with my husband and our two kids.
    It was the best night's sleep I've had in years.

    April 17, 2014

  • Raw oysters spike U.S. rise in bacterial infections, CDC reports

    Raw oysters, so good with hot sauce, increasingly can carry something even more unsettling to the stomach: A bacteria linked to vomiting, diarrhea and pain.

    April 17, 2014

  • To sleep well, you may need to adjust what you eat and when

    Sleep.  Oh, to sleep.  A good night's sleep is often a struggle for more than half of American adults.  And for occasional insomnia, there are good reasons to avoid using medications, whether over-the-counter or prescription.

    April 16, 2014

  • Low blood-sugar levels make for grousing spouses

    Husbands and wives reported being most unhappy with their spouses when their blood-sugar levels were lowest, usually at night, according to research released this week in the Proceedings of the National Academy of Sciences. Missing a meal, dieting or just being hungry may be the reason, researchers said.

    April 16, 2014

  • Screen Shot 2014-04-16 at 12.51.22 PM.png VIDEO: Toddler climbs into vending machine

    A child is safe after climbing into and getting stuck inside a claw crane machine at a Lincoln, Neb., bowling alley Monday.

    April 16, 2014 1 Photo

  • portraitoflotte.jpg VIDEO: From infant to teen in four minutes

    Dutch filmmaker Frans Hofmeester’s time lapse video of his daughter, Lotte — created by filming her every week from her birth until she turned 14 — has become a viral sensation.

    April 16, 2014 1 Photo