NEW YORK — Revving up to raise its fashion profile and annual fashion sales of $420 million to a new plateau, eBay has named fashion journalist Constance White as style director and fashion spokesperson.

White’s post is a new one at the San Jose, Calif.-based auction Web site, which realized $1.21 billion in net revenue in 2002 from gross merchandise sales of $14.8 billion transacted by users. When dollar volume from jewelry, watches and health and beauty aids is added to that of apparel, shoes and accessories, eBay’s sales of style-driven goods tallied $900 million in 2002 — a figure projected by the dot-com company to climb 11 percent to reach $1 billion this year. The $420 million in sales of apparel, shoes and accessories in 2002 marked growth of 64 percent over a year earlier.

“The site has already accomplished a lot in the world of fashion as a secret weapon,” White said in an interview Thursday. “There are a lot of fashionistas who use eBay in secret — in the privacy of their own home or office — but there is so much more potential to be uncovered. The site is only seven years old, so it’s still not something everyone talks about, like running to Barneys.”

White, whose career in fashion journalism has ranged from Essence, Glamour and Elle to The New York Times, The Chicago Tribune and WWD, among others, said she has long wanted to use her fashion expertise and journalism experience online. Most recently a news anchor and correspondent for Metro Channel’s “Full Frontal Fashion,” which went off the air last November, White said she’s especially excited about eBay’s potential as Internet use grows and as fashion increasingly is enjoyed as entertainment as well as for products to buy. She has signed a one-year contract with the dot-com.

At eBay, White will create a monthly online fashion magazine, the first edition of which is slated for October, comprising news of upcoming designers and trends, as well as fashion advice, such as whether women over 40 ought to wear miniskirts. She will also write e-mail newsletters to the site’s fashion aficionados and function as eBay’s fashion spokesperson.One of the Web’s few profitable e-commerce sites (earnings more than doubled to $250 million last year), eBay has already established some personality among its 75 million registered users via various community links and content. For example, a Sunday visit to the site found that its sweet 16 — its most popular fashion-brand searches — were highlighted on the site’s clothing, shoes and accessories landing pad with links to goods on auction: Abercrombie, Burberry, Coach, Diesel, Gap, Gucci, Gymboree, Michael Jordan, Kate Spade, Louis Vuitton, Nike, Old Navy, Prada, Ralph Lauren, Tommy Hilfiger and Victoria’s Secret. The top 10 hottest fashion categories were given with product links as well: designer handbags, athletic shoes, capri pants, tank tops, wedge sandals, designer jeans, swimwear, summer dresses, vintage accessories and designer sunglasses.

White’s contributions will complement those of Hollywood-based celebrity stylist Phillip Bloch, who currently contributes content to eBay.

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