Retailers shift their ad spending from TV, radio and print ads to digital ads.
eFashion Consulting reports that third-quarter sales are up an average 300% at its managed retail web sites for stars like Jennifer Lopez. But it isn’t easy maintaining steady sales in the trends business, says eFashion CEO Edward Foy Jr.
EFashion Consulting reports that third-quarter sales are up 300% year-to-year at its managed retail web sites open at least a year, including ones tied to celebrities like Jennifer Lopez. But with much of that growth due to spikes related to spot news about J Lo and others, it isn’t easy maintaining steady sales, says eFashion CEO Edward Foy Jr.
A year ago, for example, sales at ShopJLo.com surged 32% over a 3-week period in the fall after a J Lo velour jumpsuit was featured on the Oprah Winfrey TV show as a recommended Christmas gift. The challenge for eFashion, Foy says, is to maintain the same pace of sales this fall whether or not J Lo’s merchandise is again featured on TV. “If Oprah doesn’t put J Lo on her show again, we’ll see how we can make up for it with other sales,” he says. Using in-house sales-tracking systems developed with open-source software, eFashion will step up merchandising and marketing of its hottest-selling products to try to maintain the same sales pace, Foy says.
EFashion’s other sites include Rockawear.com, which sells apparel and other products related to Rock-a-Fella music artists; and biker site OrangeCountyChoppers.com. EFashion manages 11 sites in all, with additional ones launching soon to cover lifestyle trends such as surfing. “Our niche is lifestyle trends, but we want to become more diversified,” Foy says.
To support its growth, eFashions is moving to a 60,000-square-foot warehouse in New Jersey, nearly triple the size of its old facility.