Lucy.com, a "women-only sports apparel" Web site, is
"readying" its November launch "at a time when women's
sports ... are fully reaping the rewards of Title IX ... and
a firestorm of glowing publicity," according to Jane Weaver
of MSNBC.com, who noted that "women's business led all
sports apparel" in '98. Venture capital firms Sutter Hill
and Foundation Capital "have invested" $7.5M in Lucy.com,
and the site "will go for another round of financing" in the
fall. The site's financing, however, is a "small start
compared" to Lucy.com's competitors, such as Fogdog.com and
"retail superstore" REI's online properties. But Lucy.com
CEO Sue Levin, a former Nike marketing exec, "argues that
other online retailers have to appeal to their core male
customers." Levin: "We have the liberty of making our front
door 100-percent reflective of the women and their needs."
The company "plans to spend" $10M on a marketing campaign,
with $5M in ads set to break in January. Part of the
campaign will include a "Friends of Lucy" network, featuring
"endorsements by well-known women athletes." The site
"plans to offer" 350 styles of women's activewear from 30
brands, including "major labels" like Champion JogBra and
"lesser-known ones" like Moving Comfort and City Lights.
Company execs "won't say until the site's debut" whether it
will carry the Nike Inner Actives sports bra made famous by
Brandi Chastain (MSNBC.com, 9/13).
