Word: efashion
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Dates: during 2004-2004
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...this apparel is sold outside urban areas), Web sales have doubled over the past two years. So it's fitting that when rappers decided to peddle their wares online, they turned to a techie suburban couple: Foy, 33, and his wife Jennifer Silano Foy, 31, president of eFashion Solutions. The company, started four years ago, operates websites for, among others, Rocawear, Eminem's Shady line, J. Lo by Jennifer Lopez and Baby Phat, the women's line from Kimora Lee Simmons, wife of hip-hop godfather Russell Simmons. "I don't know specifically what eFashion does," says Dash...
...retailer eFashion Solutions and self-described "hick from the sticks," was lingering near the display booth for Rocawear, rapper Jay-Z's apparel line, at a fashion trade show in Las Vegas in February. Suddenly hip-hop impresario Damon Dash, who is Rocawear's celebrity CEO and JayZ's longtime business partner, grabbed Foy's hand and leaned his shoulder against Foy's--"a half a hug," Foy calls it. "eFashion Solutions. Nice," a smiling Dash told Foy. "Real nice." Dash dished out "props" for good reason: powered by eFashion's Web design and marketing, Rocawear is on pace...
What rapper-actor-designer wants to deal with IP addresses, anyway? "Anyone would have questions about setting up websites, especially someone whose main job is to record hit music," says Marshal Cohen, senior analyst at NPDFashion World. That's where the Web company, based in Secaucus, N.J., steps in. eFashion helps with image work too. Silano Foy--who, like her husband, is a former Calvin Klein exec--sits down with Kimora Lee Simmons to review each garment displayed on Baby Phat's site. In the corner of eFashion's warehouse are two mannequins, one for Rocawear's Web shots...
...company also helps the brands reach international markets--and provides sales-data analysis. Says Andy Hilfiger, a co-owner of Lopez's line and Tommy's younger brother: "They totally get it--eFashion has turned our website into a global marketing tool." eFashion books a 40% commission on all online sales and expects $30 million in revenue this year, up from just $5 million...
...grew up in upstate New York, and Jennifer, who is from New Jersey, fell into the hip-hop world. Soon after eFashion launched as an online marketing company, a former colleague, working for Baby Phat, threw the Foys some business. Baby Phat's Web sales increased, and once a Simmons gives a blessing, other rappers get in line. "Sometimes we just laugh about winding up in hop-hop," says Jennifer, who never listened to rap music growing up. "I mean, if we turn down an invite to a J. Lo party, we feel we have to turn down a party...
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