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The Rules of Sale Shopping

How the fashion industry shops the sale


It’s easy to go wrong in the sales, especially when the initial discounts have flashed by and the bargain bin beckons. To help keep you on the right track, we’ve enlisted the help of the people who know shopping best: fashion industry insiders. Take these tips from stylists, designers and fashion editors and we guarantee you’ll come out smiling.

By Alannah Sparks 

Rosa-Safiah Connell, Fashion stylist

‘Buy designers you love, you will cherish these pieces for longer. Go for shapes you know suit you and experiment with print or texture - something which feels new and excites you!’

Paula Cademartori, Designer, Paula Cademartori bags

"Be inspired by colors and do not be afraid to wearing them everyday, especially during summer. It's an amazing way to express yourself and your style!"

Cordelia Wythes, Boutique Owner, Elviro by Cordelia, Copenhagen

‘Shop for pieces that can add something really special to your wardrobe - splash out on the things that you would never normally be able to afford because they will always make you smile.’

Tracy Sedino, Brand Director, Linda Farrow

‘Do your research - if you have something in mind that you want, research all websites to check availability. This way you can ensure it’s not an impulse buy.’

Ursula Lake, Fashion Editor, Never Underdressed

‘If possible, go to the stores before the sales start and try on the pieces you like. Then you’ll be poised to make an educated purchase online as soon as the sale starts.’