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The Jewish Chronicle

Wild about sales? Control the beast

Top designer brands and high street prices are being slashed by up to 50 per cent.

December 22, 2009 15:15
Grey coat was £119, now £95, No Name, Westfield

ByJan Shure, Jan Shure

3 min read

Ever since Primark and its wannabe high street rivals started offering popular items at laughably low prices, the thrill of picking up a bargain has diminished. But that doesn’t mean there aren’t compelling reasons for some savvy shopping as the mark-downs begin, with top designer brands and high street prices slashed by up to 50 per cent.

There are two rules for successful sales buying: the first is the same as successful non-sale buying: really love it or really need it. If you are about to purchase something only because it seems too good a bargain to pass up, step away from the rail now. The second is to take an audit of your wardrobe before you leave home, define the gaps and make a list, so you are clear about what really falls into the “need” category.

If you are planning a big purchase like a coat, ensure the colour and length will work with what you already own: you won’t save money if you buy a hugely reduced MaxMara coat in brown and find you have to buy boots, shoes, bag and skirts to match it. Just occasionally, however, do work on the “love it” principle: if the coat looks so fabulous on you that you can’t bear to walk away, buy it. It will always make you feel fabulous — and you can’t put a price on that.

When considering how to fill gaps, it is worth bearing in mind that planet fashion’s love affair with the dress is far from over. Buy the right one and you can wear it for the rest of this season. It can go over a sweater or under a boyfriend jacket or cardi, teamed with heavyweight opaques and ankle boots, and then be remixed for spring with a lightweight jacket, bare legs and gladiators. If you haven’t succumbed to the charm of “interesting” trousers (ankle skimming, peg-top/carrot-top, harem), the sales are the perfect moment to get your eye in, because these difficult trousers are not going away. Buy the best pair you can afford, because a good fabric and cut will improve the fit and fall.