4. To sale or not to sale
Finding pieces to love for our wardrobe is hard at the best of times but throw in a good ol' sale and the mind boggles. How to approach the sales.
After many years of running around shop floors in search of the right pieces for clients, you might wonder what stylists really think of the sales? Do they like them, shop them themselves? What are the secrets?
The answer is yes. But strategically. Just like we all shop on a normal day amongst a shiny new, edited and beautifully curated new season collection, buying well in a sale is just as much a focus as it is on any other day.
But to be honest, the sales have changed since back in the day. They begin earlier (I mean it’s only June and we are in the Summer sale!) and last longer as the high street tries to shift stock to allow space for what’s next all too soon and they therefore make us feel like mugs for paying full price in the first place.
It shows the pace of overproduction and the desperation of retail really as it battles against women (rightly) buying in a more considered, slower way. It also means because the sales are just so common now and because they last longer, they are part of our general shopping routines and we need to take real consideration to make them benefit us.
A great piece in Elle Magazine (July/ August) titled ‘The Rise of Wardrobing’ talks about how viral, clickbait dressing is no longer the thing. Designers are (thank god) getting the memo that ‘reality’ needs more focus in their collections, with clothes that can actually be worn by real women slowly coming to the fore over unwearable flash-in-the-pan styles - mini skirts that were more like belts and low waisted jeans so low you needed to not have a crotch?? - and these are and were the styles we were expected to ‘find ourselves’ in??!
‘Fashion, riding the wave of the post-lockdown jubilation in the West has not turned out many useful clothes for adult women over the last couple of years’ ; writes Lauren Indvik, The Fashion Editor at The Financial Times.
So how do we shop the sales, think about the sales and use the sales to ultimately be an advantage to building great wardrobes without just adding more things that give only that short-term dopamine hit of buying happiness?
Well…
No matter what the time of year I advise having a ‘note’ or ‘list’ somewhere (I have it in my notes on my phone) with items I am on the lookout that my wardrobe needs. Gaps that need to be filled. Items I have identified that mean other things I own will get worn more. I then use the sales with this list in mind. Right now my list includes - a good bra, a light-coloured loafer (maybe tan or camel), a cream blazer to go over a dress I already own that I’m wearing to a wedding in September and I would also love a really nice pair of white jeans (loose, high waisted).
Of course, I enjoy indulging in leisurely browsing for inspiration and discovering new items that catch my eye. Who doesn't love a good deal, after all? However, I make sure to stick to my personal style preferences, which are characterised by a feeling of effortlessness, fluidity, and sophistication. With these criteria in mind, I explore various options and enjoy trying on different garments but just as much for experimentation as for buying.
So here are two simple questions I think about that might help:
How does it REALLY feel on? You might like the colour or the look of the item but it’s only when you try do you really see what’s what. Will it pass the ‘hits and sits’ test when you put it on? - where does it hit & what lines does it create and where on your body? Are you comfortable with these lines? and how does the fabric sit? Does it feel substantial enough for you? Is it gaping, badly made, heavy, light or whatever it is that comes up for you that just doesn’t feel quite right? Even if a piece of clothing looks great on the hanger and seems to match your style preferences, you won’t not end up wearing it if it does not pass the 'Hits and Sits' test.
What will it REALLY add to your wardrobe? I have add-on questions to help you with this one! Do you have something very like it you already like and wear that does the same job? What 3 ways will you wear it? This is a good test of it fitting into your already existing wardrobe and style.
Ultimately, I love the sales for the escapism of the browse, the feeling of excitement at the prospect of finding something lovely but mainly, just as you would expect any good Style Design Coach to say :-) it is an opportunity alongside those lovely factors to lean into trying things on and tuning into what feels good with the prospect of striking gold for a fraction of the price. Use your browse to also explore different ideas, and do have fun by trying a couple of wild cards but always from that grounded feeling of knowing your core style.
Here’s a little something I’ve been working on with a client. We’ve been using the Boden sale to style the Aligne ‘Greta’ denim midi skirt, which she already owns to give us more looks within the same style direction that we are after - sophisticated and cool.
As you take in our picks from the Boden sale, look at the power of this way of thinking;
- about what you already own.
- about and how the sales can build your confidence in focusing on your own style aesthetic.
- about getting more wear from pieces you own and love and using the sales to cleverly help this goal.
THE ALIGNE ‘GRETA’ MIDI
The items we picked from the Boden Sale to style it:
Boden Ribbed Detail Cardigan in 'Rope'
Boden cropped fringed crochet tank in 'Warm Ivory'
Boden Heavyweight Breton Teeshirt with Navy Stripe
Our wildcard try is this Boden cropped Low V Neck crop top. It looks like we might get the feeling of sophistication and fun we are after, plus the high waist in the skirt allows for this shorter top to experiment with, which should still meet to avoid too much skin on show - but she will only know when she tries!
Julie x