Direct-to-consumer sales, which include e-commerce, account for 11%, or nearly $100 million, of the company’s revenue.

A 33% spike in online traffic helped apparel manufacturer and retailer Perry Ellis International Inc. eclipse $98 million in direct-to-consumer sales for the fiscal year ended Jan. 30.

In its fiscal Q4 2016 earnings report, the apparel manufacturer reported sales from its direct-to-consumer segment, which is composed of its e-commerce sites and Perry Ellis and Original Penguin stores, accounted for 11% of revenue for the year, or $98.9 million, up 15.3% from $85.8 million in fiscal 2015, when e-commerce accounted for 10% of revenue.

CEO George Feldenkreis told analysts on the earnings call Tuesday that the company finished a 5,000-square-foot photography studio in Miami aimed at making product images more appealing to online shoppers. “It will substantially improve our effectiveness in the digital frontier,” he told analysts, according to a transcript from Seeking Alpha. “As digital becomes the key component of brands’ connection with consumers, we continue to develop new systems that will improve not only our own e-com sales but our sales to our e-com business partners in brick and mortar.”

Another part of its online strategy includes the March hire of a chief marketing officer, Lisa Kauffman, who has “great experience in digital,” president and chief operating officer Oscar Feldenkreis said during the call. Kauffman previously worked as chief marketing officer for Celebrity Cruises and as senior vice president of marketing for Macy’s Florida, according to her LinkedIn profile.

For the fiscal fourth quarter ended Jan. 30, Perry Ellis reported:

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  • Net revenue of $205.5 million, down 1.7% from $209.0 million last year.
  • Total revenue, which includes revenue licensing of brands, of $214.4 million, down 1.5% from $217.7 million.
  • Net loss of $17.7 million, compared to net loss of $42.9 million.

For fiscal 2016, Perry Ellis reported:

  • Net revenue of $864.8 million, up 0.8% from $858.2 million last year.
  • Total revenue of $899.5 million, up 1.1% from $890.0 million.
  • Net loss of $7.3 million, compared to net loss of $37.2 million.
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