DONNA KARAN WWWORKING ON A SITE

Byline: J.O.

NEW YORK--Donna Karan has a new address.
The sportswear company has developed a World Wide Web site for consumers who want more information and interaction with Karan products. Its address is http//:www.dkmen.com.
Currently, the site has information only about Karan's men's fragrances and apparel, according to John MacKenzie, director of creative systems. The Web address, however, will be included in all of Karan's beauty advertising, starting in January. A site for women's fashions and beauty products is forthcoming.
Images from Karan's print and TV ad campaigns, shot by Herb Ritts, are also part of the site.
The site's primary purpose, said MacKenzie, is to give Karan's customers and executives direct contact with one another.
"For instance, people can get into the site and send us e-mail asking for product information," he said. "We've even gotten mail from a man in Iceland who handles distribution for several designer fragrances and is interested in distributing us there."
Users can also enter information about themselves in a "register" file, which MacKenzie said will be used to compile marketing data about Karan's customers.
"This is an extension of what we're doing with the newsletter and the advertising," he said. "It complements those, but it's also more in-depth."
MacKenzie said the site is already linked with the Fashion Internet, an on-line fashion magazine, and will soon be linked with other publishing houses, such as CondA Nast, Hearst Publications and Hachette Filipacchi. He added that transactions such as placing an order for a product using the computer "will be a reality in six months."

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