change the way you shop the sales
INSIDER GUIDE Whether you’re elbowing at the counter or clicking to buy, there’s an art to shopping the June sales. Let the experts lead the way
Insider advice to put you ahead of the pack.
We women seem to fall into two camps at sale time – at least in the ELLE office, where the mere mention of the word elicits either a resounding whoop or a shuddering cringe. Love them or loathe them, sales are a sure thing when the end of the retail season swings around (which for winter usually occurs the moment we’re needing to rug up most), and the mid-year clearance presents a prime opportunity to nab some timely updates at a reduced price.
But there is a strategy to taking on the sales, and it doesn’t involve grabbing blindly now and grumbling about it later. Going in with a game plan will ensure you end up with high cost-per-wear, low regrets and long-lived bragging rights. Whether it’s a statement piece you’ve been saving for since you spied it on the runway or that cashmere jumper you’ve been stroking on your lunchtime sushi run, keeping these expert tips in mind will help steer you towards certain victory at the checkout.
DESIGNER TIPS Nicholas Van Messner, Life With Bird director
“Know what you want before you start shopping and use the filters [online] to hone your options to save on endless scrolling – who has the time! And make sure you check the shipping and returns options to avoid unwanted costs and hassles when something doesn’t fit.”
Vanessa Spence, Asos womenswear design director
“Always think about the upcoming season – if you are buying something at the end of summer, will you realistically wear it through autumn and winter? Or will you be wanting something new next summer? If you really, really want something, don’t wait for the sale as you’ll regret it if it sells out. If you love something, you’ll love it forever!” FASHION-BUYER TIPS
Giselle Farhat, My Chameleon founder and buyer
“Focus on solid investment pieces with good-quality fabric and beautiful, flattering cuts. For winter, coats, jackets and knitwear will stand the test of time. I always look for items that have interesting and unique details but are not trend-based. And shop for accessories, shoes and bags that can add dimension to your wardrobe.”
Amy Nelson, Harrolds buyer “Be aware of key pieces from the season and what’s missing from your wardrobe so you don’t end up buying items you don’t need.”
E-TAILER TIPS Dasha Melyushkina, Debenhams head of e-commerce, international
“Build your shopping list in advance so you can quickly add your must-have items to your bag as soon as the sale goes live. Don’t forget to sign up to emails – you’ll be the first to hear about promotions and sale launches and sometimes you can get special discounts for signing up. And make the most of free-delivery promotions by buying all your items in one go.”
Eve Thomas, The Outnet fashion director “Look for signature pieces by designers, such as tailoring from Stella Mccartney or eveningwear by Valentino, as these will never date. Think carefully about your own sense of style and how each item will work in your wardrobe. For example, if you rarely wear heels, don’t buy them no matter how good the price. A pair of beautiful flats will be a better investment in the long term as the heels will rarely leave the shelf.”