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Non-Tech : PERFUMANIA.COM . . PRFM . . .FOR LONGS ONLY -- Ignore unavailable to you. Want to Upgrade?

To: Matt Brown who wrote (1281)	1/31/1999 10:54:00 AM
From: GalSal	Read Replies (2) \| Respond to of 2489

I've been a "lurker" here for a couple of weeks and this is my first post. I'm very new (3 mos), to trading but thought ya'all might find interesting the insider trading info that Marc Finer is selling 10,000 shares on 1/4/99 and another 12,000 on l/5/99. I understand Mr. Finer only owns 22,000. Jerome Falic is selling 30,000 shares on 1/14/99. It would seem to me that everyone is safe until the 4th at least?. I bought 300 shares at 13 7/8 on Friday. I'm sure most of you are holding more than that. (I told you I was a "newbie".) Check out quicken.excite.com

To: Matt Brown who wrote (1281)	1/31/1999 1:51:00 PM
From: Rich Benjamin	Respond to of 2489

Following are parts of the recent Dow Jones Online News piece with analysis: <<The company's stock has risen steadily since it announced the formation of an Internet division last month.>> Internet Division means a focus on the Internet. Probably using consultants and Web developers who are experts on Internet technologies and Internet marketing tactics. <<We are creating an enormous amount of excitement around the Web store>> Excellent PR was established by hiring a Internet focused Public Relations firm. In addition to the PR, all shareholders of PRFM have been promoting this site, which increases its visibility to customers. . <<Lekach said that although Perfumania expects to post a loss in the upcoming fourth quarter and year ending Jan. 30, he expects the company will turn a profit in the upcoming year. The company has consolidated stores, reigned in expenses and reported a 2% increase in same-store sales in December. He expects positive comparable-store sales in January as well.>> Shows that the Internet focus is now their main focus. They are cutting brick and mortar expenses and are expecting sales to increase not only on the Internet, but within the existing stores. More revenue and less costs will help them to achieve profitability for this next year. <<Perfumania sees the Internet as a way to expand its reach in the perfume trade without adding stores.>> Global reach without the cost or risk of opening stores in other countries. <<The company has increased advertising in newspapers, on classical radio stations, and in Internet magazines to promote the Web site. Its roughly 290 retail stores are strewn with giant banners and fliers, part of a cross-marketing effort to promote its Internet presence.>> Excellent promotional campaign to achieve Internet branding. Internet branding is the key to success on the Internet. Companies need customers to think about their site first when looking for products on the Internet. That has been the key to Amazon's success. << "What we are trying to do is create a global perfume network by having international franchisees that will be Internet affiliates," said Lekach>> What a concept. International companies will serve as the distributors of Perfumania's products. This is the quickest method for achieving global reach. No need to open stores and have to find employees that are familiar with the local culture. <<"In many countries in the world, perfume is not that accessible," he said. Perfumania's goal is to be a so-called "global portal" for perfume on the Internet, allowing customers around the world to buy perfume or send it anywhere for a low cost. Franchisees in other countries would do the shipping and handling at local rates; Perfumania would get a commission on all perfume sales.>> So many benefits here: Global reach. Low channel cost. Many customer benefits such as being able to send gifts back home at a fraction of the cost. Think about Mother's day, Father's day, Birthdays… <<"Right now, if you go to the Internet from a foreign country like Argentina, perfume has to be shipped by freight and it can be very expensive," said Lekach. "We're establishing a franchisee in Argentina, so when you go to our Internet site, you're going to push Argentina and get a database in their currency, with their prices with local delivery, and that is very, very powerful.">> Wow!!! A personalized site that includes the currency, pricing, and delivery information for the region! Sounds like a complex and professional implementation. <<Internet shoppers will be able to choose from more than 2,000 fragrances.>> Deep or broad selection is a major requirement in order for Internet stores to become successful. Customers don't want a limited selection. <<So far, the company has signed franchises in Canada and Panama and expects to announce others, with a focus on Australia, Mexico, Central and South America, he said.>> The International plan is already full speed ahead. The "Global Portal" is ready for take off!