Sale into summer style

Jul 17 2008 by Emma Johnson, Liverpool Daily Post

Let Emma Johnson guide you to the best bargains and away from the fashion faux pas

THE sun has barely got his fedora out, never mind put it on, and already it seems the high street has written off the summer. Bad news for them, but good news for you if, that is, you know how to spot a bargain.

Because right now the shops are swimming in sale stuff.

It seems a combination of the credit crunch and the rubbish weather has got retailers consigning summer stock to the bargain bin faster than you can say espadrilles.

But for retail junkies looking for a quick fashion fix, now can be a dangerous time.

Everyone is guilty of the odd "bad buy" bought in the sales. That mad moment where we go for something simply because it is such a bargain and end up with a Pucci print playsuit that might work in St Tropez but not in St Helens, or become the proud owner of a size 4 Herve Leger body con dress that we promise we can slim our Size 10 bottom into.

The secret to successful sales shopping, say those in the know, is to think before you shop and to try to be as discerning when parting with your hard-earned cash for a sales purchase as you would be at any other time.

Mary Portas, retail expert and star of the BBC Two series Mary, Queen of Shops, says: "Don’t bother with the high street; the stores turn into land-fill sites, rammed with tat that would be rejected by most charity shops.

"The clothes are cheap enough pre-sales, and you will just end up buying lots of rubbish that would probably come to the price of a decent handbag in a designer sale.

"Department stores do the best sales. They have to make space for the new collections which come in at the beginning of August, so they need to get rid of old stock.

"You probably want to get in and out as quickly as possible," she adds. "But make sure you are focused and don’t go into a shop- ping frenzy, leaving the store with lots of things you don’t need."

The Personal Shopping team at Debenhams agree. "Don’t just go for the on-trend pieces," advises a spokesman. "Think ahead and look to buy the classics like a great cocktail dress. And, if you like it, buy it straightaway as chances are that it’ll be gone by the time you go back. Buy online if you can’t get to the store or if your favourite pieces are not available in your size in-store."

At Debenhams, the team predicts that shift dresses, lots of layering, tartan, strong accents of purple and tweeds teamed with faux fur trims, will all hold their own into next season, while John Lewis fashion adviser Victoria Lewis recommends that you give your own wardrobe the thorough once over before you even think about going sales shopping.

She says: "Other key pieces that are continuing into next season include prom dresses, 1970s wide-leg trousers, skinny belts and jewelled cuffs. Look at your wardrobe critically and make a list of what’s missing. Assess the full price and wearability – would you buy it at full price?

"Always look out for the essentials – tailored trousers, well-cut white shirts, black card- igans and a leather handbag. And invest in the basics – vest tops, T-shirts, evening tops and jeans. Stock up on these and you can’t go wrong."

OK, so now we know what should be in our shopping basket. But what shouldn’t?

"Never buy an item that doesn’t go with anything else you own," says Victoria. "Always check the cut and fit and avoid garish colours.

"Buying in the wrong size because your size has been snapped up is a classic mistake. Will you really pay to get it tailored to fit you? Leave very high fash- ion items alone. The season has passed so invest your money in what’s hot for Aut- umn/ Winter instead."

Sales guide >>>