How do you get your summer look on sale?

Uncategorized

With summer in full swing, your thoughts would normally turn to the annual hunt for that summer dress that goes with everything or that fits just right.

But the cost of living crisis has left many of us feeling unable to treat ourselves to a vacation wardrobe refresh. A recent report from Barclaycard shows that a quarter of UK shoppers are cutting back on new summer outfits.

Fortunately, there is good news. While you normally have to wait until the end of June or even July to find a bargain, the price cuts started weeks ago this year.

According to retail analyst IMRG, online clothing sales are down 6.4 percent year-over-year, while household pennies and a colder-than-normal spring amid the middle of the year.

In response, brands are making sales bigger than ever — and up to four weeks longer — to entice customers back to the checkout.

Dress, now £189, was £270, 70% off, Essentiel Antwerp at feather andstitch.com

And they employ some particularly eye-catching tactics.

“High Street retailers may be taking a less uniform approach to sales, with online flash sales or higher discounts on store inventory,” said Jack Stratten of retail consultancy Insider Trends. “We could also see hefty discounts on in-demand items to drive traffic.”

In other words, be prepared for discounts on popular holiday staples as brands respond to what sells well. For example, swimwear at Zara is already discounted by 40 percent.

French Connection has 50 percent off dresses; Warehouse and Karen Millen have up to 40 percent off their new collections. The John Lewis sale is underway, with standout accessories 30 percent off. And changes are being seen at retailers of all price ranges.

Sunglasses, now £140, were £200, 30% off, Velvet Canyon at net-a-porter.com

Swim suit, now £48, was £80, 40% off, boden.co.uk

Dress, now £87.50, was £125, 30% off, monsoon. co.uk

Sandals, now £55, were £95, 42% off, stories.com

“Parenting spending affects all socio-demographic groups, including our own,” said Beth Butterwick, CEO of Jigsaw. Sales start Monday with up to half price on more than 150 pieces, and Beth tips chic, printed cotton and linen dresses to become their bestsellers after demand has already surged.

Likewise, starting next Thursday, you’ll find 50 percent off at Ghost — more than enough for race dresses, or something new for wedding season.

Fancy a designer bargain? Net-a-Porter began its highly anticipated sale in early June, with up to 50 percent off a selection of designer brands including Stella McCartney, Isabel Marant and Zimmermann.

I’ve got my eye on a hot pink slip dress from Maison Essential, which is a whopping 60 per cent off (now £130, was £325) and is just the ticket to a glamorous summer wedding.

Gone are the days of sale rails full of dodgy styles that the stores can’t change. Now the smartest shoppers know it’s time to hunt down those perpetual wear pieces.

Fedora hat, now £12.50, was £25, 50% off, monsoon. co.uk

Dress, now £262.50, was £525, 50% off, Proenza Schouler at fenwick. co.uk

Bag, now £60, was £75, 20% off, dune london.com

Shirt, now £85, was £170, 50% off, ba-sh.com

The trick to making sales purchases you won’t regret is to avoid panic buying. A friend of mine, a stylist, puts together an online wish list at the start of the sales season and then monitors it to see how much discount each piece is getting.

Keep an eye out for perennial holiday favourites: broderie anglaise blouses, white shirts, jeans and basket bags.

It’s worth bidding your time. If there are enough sizes available in your chosen piece, there is a good chance that it has a high level of stock and will therefore be further discounted.

And don’t despair if your favorite brand isn’t on sale yet; by July they will have joined the crowd. But given the amount of choice now on offer, you might find that you’ve already picked up everything you need!