BackLounge Loves | www.elitify. com
An efficient new website for men's clothes and accessories that also offers useful styling services
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Unlike my editorial decisions, which are conservative and considered, my shopping habits are driven more by impulse than reason, although I do prefer certain colours, shades and brands (which may explain why I have half-a-dozen full-sleeved black T-shirts, all by the same company).
Not surprisingly then, I was an early adopter of shopping online. I started shopping on Amazon in 2000 and even tried out Firstandsecond.com, an Indian site that tried to do an Amazon (my copies of Philip José Farmer’s Riverworld books are courtesy Firstandsecond).
Lounge’s editor is aware of this, which is probably why she sent me a link to www.elitify.com; 30 minutes later, I’d bought something on the site.
For instance, I’ve previously written in this magazine about Thestiffcollar.com, whose inexpensive and reasonably well-styled shirts I like.
But I digress.
Elitify.com, which calls itself India’s premier style lounge for men, has an impressive website, and an interesting if wide range of products—from cufflinks to ties to shoes to bags to shirts to belts to shorts.
The journalist in me couldn’t help but wonder at how the site manages its SKUs (that’s stock-keeping units for the uninitiated) and how it imports its products (yes, you can get everything from Coach bags to Lacoste belts to Hugo Boss ties to T.M. Lewin shirts to J. Crew shorts). Then, the prices too are reasonable, so rather than waste any more time looking a gift horse in the mouth I ordered a tie and a belt. They were delivered the same evening, in a good-looking (if expensive) package, and I received a call from the company to check if everything was fine.
If the website can manage its inventory successfully—on a subsequent visit, I noticed that more products had been added, but that several were sold out—and stays around for some time, I have a feeling I may be spending more time and money there.
R. Sukumar is editor, Mint.
The range includes clothes and accessories, including grooming products, ties, hats, scarves, watches, bar accessories, shoes, beachwear and gadgets. At the time of going to press, a JCPenney Peacoat was priced at an introductory offer of ₹ 10,990 (the retail price is ₹ 14,990); a Hugo Boss tie at ₹ 4,990 (retail price, ₹ 7,990); and a Coach Varick Nylon Sling at ₹ 6,990 (retail price, ₹ 11,990). To avail styling services and advice on how to shop, call 9212035483. To order, visit www.elitify.com
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