February 27, 2008, 12:00 AM

DrJays.com gets hip to more microsites

DrJays.com, a multi-channel retailer of hip-hop fashions, has launched StreetSwag.com, a microsite aimed at shoppers with a taste for more edgy street clothes. The company recorded about $40 million in online sales last year.

DrJays.com, a multi-channel retailer of urban hip-hop fashions, has launched StreetSwag.com, a microsite aimed at shoppers with a taste for more edgy street clothes.

The site features brands for men such as 55 DSL, Boxfresh, Cardboard Robot and Cheap Monday, and Fresh Jive and Zoo York for women. “This is a subset of our main e-commerce site and is meant to generate more merchandising diversity,” says CEO Hymie Betesh. “The brands we carry on StreetSwag.com feature sophisticated clothes from still up-and-coming designers.”

A typical DrJays.com customer is an African-American man or woman 18 to 28, Betesh says. In recent years the company also has launched other microsites such as DrJaysPremium.com, which features an interactive personal shopper tool, to give customers new ways to shop. “The microsites help us get more creative in how we can merchandise the brands we carry,” Betesh says.

Dr. Jay’s, No. 262 in the Internet Retailer Top 500 Guide, began as a single New York store in 1975 and now operates 19 stores in the New York metropolitan area as well as its e-commerce site, DrJays.com. The company recorded about $40 million in online sales last year, Betesh says.

 

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