Industry insider Daisy Hoppen offers seven tips for making the absolute most out of the Christmas sales
It’s not even December 25th yet, but the Christmas sales have already begun. As well as an opportunity to buy some last-minute presents for your loved ones, these sales are also a chance for you to get something for yourself: perhaps something you’ve had your eye on all season, or a piece from a brand that is ordinarily out of your price range. Here, Daisy Hoppen, an industry insider and the founder of DH-PR, offers some sage advice for making the absolute most out of this opportunity. Have a read, make a note, and good luck!
1. Do your research, part one
“Do you research in advance – that double-sided cashmere coat from the Row will be first to go. Set up a watch or favourites list on sites like Matches to keep track.”
2. Do your research, part two
“If you are searching for something very specific it’s worth checking what the discount will be at various locations. From multi-brand retailers to the label’s own store. Some stores and brands will price match if you ask.”
3. Make use of private shopping services
“If you’re shopping online try and see if you can make use of the private shopping services from sites like Matches and Net-a-Porter. They can often help advise what will be going into sale and when as well as help you secure that double-sided cashmere coat...”
4. Foster personal relationships at stores
“If shopping in-store – for example, at Dover Street Market – again try and speak to sales staff to discover what brands will be going on sale and when. Strike up a relationship with a sales staff member in advance to the sale – they will keep you in mind. It’s these personal relationships that will become key outside of the sale period – for example, they can let you know first about all the specials and exclusives that others may only learn about via Instagram.”
5. Do: Buy investment pieces
“Use the sales to buy investment pieces that are more unattainable during the season: coats, outerwear, occasion wear dresses that are perhaps more expensive because of their fabric or embellishment. Think what you have already in the diary for the year ahead – weddings abroad et cetera, and anything you can buy now that you know will be too expensive mid-season.”
6. Don’t: Buy trend pieces
“Never buy something that’s part of an obvious trend – you just won’t wear it next season. Stick to clothing that’s timeless: cashmere, classic shapes, and always good quality.”
7. Go with your gut
“Finally, always go with your gut. If you didn’t want to commit to buying it at full price because you weren’t sure of how it looked on you, it still won’t be perfect on even at 70% off.”
Daisy Hoppen is the founder of DH-PR, a London-based communications agency. She also works in house with a small number of brands, companies and personalities across fashion, art and culture.
