Build a free-pantyhose Web site, and they will come

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Never underestimate the power of the word "free" on the Internet.

Little-known Silkies.com has vaulted over such big-name retailers as Victoria's Secret, The Gap, Eddie Bauer and Land's End to claim the top spot in PC Data's weekly rankings of fashion Web sites - by virtue of its offer to give away a pair of pantyhose.

It helped that the offer got mentions on Web sites such as Totally Free Stuff www. totallyfreestuff.com and other online listings of freebies. There's also no denying that pantyhose is one of those products few women enjoy buying but always seem to need.

Silkies.com is one of a family of Web sites launched by HCI Direct, a Bensalem, Pa., direct-marketing company that sells hosiery, socks and intimate wear. The company has long used traditional mailings and coupons to entice customers with offers of free samples.

Offering samples on the Internet is something "still fairly new to our company," said Alane Gephart, customer-service manager.

Gephart estimated that Silkies has given away 100,000 pairs of pantyhose in the two years the Web site has been up. She speculated that traffic to the site may have spiked last week because the company recently began targeted advertising.

According to PC Data of Reston, Va., Silkies drew 163,000 visitors in the week ending Jan. 13, far below the 1.2 million people who stopped by last week. The Web site has never ranked higher than fourth among fashion sites and rarely cracked the top 10, said Jim Carey, director of public relations at PC Data.

Of course, Silkies' use of "free" can be a relative term. Anyone looking to take advantage of the offer should note the terms. After sending along the complimentary pair, the company will mail two more for $1 each plus postage and handling, according to the Web site. You can send them back - the company pays the postage - but each time you buy, you then will be sent four more pairs.