All about the Bling.

D.E.M.O. is trying to lure online shoppers this holiday season with its "Ring in the Bling" sweepstakes.

The urban-style clothing chain, part of Anaheim-based Pacific Sunwear of California Inc., is playing up the promotion on its Web site.

A pop-up window appears on the screen, where visitors can fill out a form for a chance to win a $1,000 shopping spree at the chain.

D.e.m.o. has been looking to boost sales under Lou Ann Belt, who came on as president of the unit in May. The chain targets shoppers in the 16-25 age range with music-inspired clothing. Lines include Sean "P.Diddy" Combs' "Sean John" and Russell Simmons' "Phat Farm."

D.e.m.o.'s same-store sales rose 2.7 percent in October and 4 percent in September--hardly the heady gains of years past, when the unit posted a 21 percent jump in same-store sales in 2003 and grew at a 6 percent pace in 2004.

This fall, d.e.m.o tweaked its clothing line for guys, offering more masculine colors and a wider selection of polo shirts. The guys division has seen its struggles, with sales dropping 12 percent for the three months ended July 30 after a 9.1 percent decline in the previous quarter.

Girls apparel, on the other hand, has been hot. The division's sales were up 21 percent for the three months ended July 30 after a 20 percent jump in the previous period.

D.e.m.o. has been playing to the ladies by adding more merchandise, including new lingerie and perfume by Baby Phat. The chain also recently launched a new brand called Akademiks Ladies, which includes jeans, sweatshirts and jackets. D.e.m.o. already has a men's version of the brand.

--Orange County Business Journal