How to shop smart in the summer sales – and the best bargains to invest in
The weather may be confused as to what season it is, but the shops are in no doubt as the summer sales are in full swing.
If you haven’t mastered your warm-weather wardrobe yet then now’s the time, with high street favourites including Boden, Me+Em and COS offering sizable discounts across key summer pieces from linen shirts to sunglasses.
Still to finish your holiday packing list? John Lewis is currently offering 30 per cent off sandals and swimwear. The latter category is particularly strong this season (several fashion editor friends are taking a John Lewis cossie on hols this year) so well worth a look.
The best-selling St Tropez one-piece with flattering twist-front is down to ￡29.40. For something statement try the Savannah leopard print costume (was ￡36, now ￡25, John Lewis).
For swim shorts, classic prints can be found at French Connection, with prices as low as ￡17.
At Whistles you’ll find up to 60 per cent off sundresses. The Gloria striped maxi (was ￡159, now ￡95, Whistles) would look great with slides and a straw hat for a stroll around the local market, then add wedge espadrilles for dinner.
While there are certainly bargains to be had, it pays to exercise caution when browsing the sales. Enticing prices can cause even the savviest of shoppers to make mistakes and pieces that hang unworn in your wardrobe are a waste of storage space and money, no matter how high the discount.
“Buying an item just because it’s on sale is a recipe for a regret-purchase. Before committing, ask yourself whether you’d still want the item at full price. Is it worth it? Do you love it? If not then step away,” says Petro Stofberg, co-founder of Wardrobe Icons and expert sales shopper.
Using the rule of three will help work out cost-per-wear. Before you buy a piece, imagine three ways you can wear it with the clothes in your existing wardrobe. If you can’t, put it back.
Gloria striped maxi, was ￡159, now ￡95, Whistles
To avoid getting overwhelmed and impulse buying, make a plan before hitting the sales. Look at your wardrobe and work out where the gaps are and what you already have plenty of. Do you really need another pair of white jeans, or beige chinos?
Or would your money be better spent finding a new shirt or blouse to go with what you already have? Mint Velvet’s ruffled number (was ￡89, now ￡49, Mint Velvet) would also look great with blue jeans and your cotton maxi skirts, while for men, Mr P has some subtle yet interesting textured shirts to add to your summer repertoire.
Shopping with an occasion in mind will also keep you focused. Jigsaw has a chic selection of summer workwear with up to 50 percent off, the pistachio cotton shirt dress (was ￡165, now ￡82, Jigsaw) being a stand-out style. & Other Stories’ pale grey linen blazer (was ￡135, now ￡67, & Other Stories) is a versatile layer to throw over office dresses and shirts.
Cotton shirt dress, was ￡165, now ￡82, Jigsaw
For summer occasion outfits head to Me+Em, where champagne-ready dresses and separates are on sale. The wide-leg pink pleated trousers (were ￡250, now ￡175, Me+Em) will work just as well with a cream silk shirt for city weddings as they will a pretty floral blouse for garden drinks.
Team the creaseless linen paisley maxi (was ￡275, now ￡129.50, Me+Em) with raffia accessories for countryside dos. Any man with a smart summer wedding still to dress for should head to Kurt Geiger for new shoes – suede loafers and smart boat shoes are more than 50 percent off.
It’s often the way that very trend-led pieces get the biggest discounts as retailers are trying to shift them before they fall out of style. However, sticking to more timeless designs that won’t date quickly is a far smarter move and means you’ll get more than one season out of them.
For example, Hush’s ecru and navy striped jumper (was ￡79, now ￡39, Hush) is going to look just as stylish with a pair of chino shorts in five summers time as it does now.
“Basics tend to get overlooked during sales frenzy, but it’s the perfect time to stock up on everyday staples for less,” says Stofberg. Head to Arket for classic shirts and denim, The White Company for cotton T-shirts and Massimo Dutti for leather flats and blazers.
Linen paisley dress, was ￡275, now ￡129.50, Me+Em
Boden’s cashmere crew necks are currently 50 per cent off and can be worn throughout the year. Try the cherry red (was ￡130, now ￡65, Boden) layered over a white midi on those not-so-balmy days.
However, it’s not all about playing it safe. The sales are a good opportunity to experiment with styles you might not usually try – and less obvious colours, particularly, for men tend to be discounted. Fat Face has a pale purple pair of chino shorts, currently reduced to ￡35.20. These will prove just as versatile, yet slightly more interesting, than yet another navy pair.
Knitted vest, was ￡175, now ￡87.50, Gant
One of my most successful summer sales purchases to date is a pair of J.W. Anderson slides with XL chain embellishment. They felt too out-there to pay full-price for, but were doable on discount. Net-a-Porter currently has a similar style on sale (were ￡465, now ￡279, Net A Porter).
In fact, accessories are a great area to experiment with as they’re easy to work into your existing wardrobe. Fancy giving this season’s bucket hat a go? COS has a chic style down to ￡20. Or why not branch out from black sunglasses and try Jigsaw’s olive green pair (were ￡99, now ￡39, Jigsaw). Mango’s raffia flower earrings (were ￡17.99, now ￡5.40, Mango) will give your summer evening wear a playful touch, and see you with change left over for another Aperol Spritz.