A good outlook for investment in the sales

I’m currently in Milan on my first buying trip for next Spring/Summer.  I’m noticing that, although there are some interesting new fabrics around, colours are very similar to this season (with a few additions).

This provides an excellent opportunity for people who believe in investing in the best quality clothes they can afford to make some very astute purchases in the sales.

There are two kinds of shopping at our end of the market.  One is all about buying big brands.  People want the name; they may buy over the internet; they don’t care (or perhaps are just not aware) if it doesn’t fit them perfectly; and they assume, rather than understand, the quality just because of the name.  Given that many of the big “Italian” brands do very little of their manufacture in Italy, the idea of the Italian craftsmen in their brands is more than a bit hollow.

The second approach (which is what Confidence Tricks is all about) is about searching out quality and design, and clothes that look and feel fantastic, regardless of the name on the label.

It seems to me that we are going into an era where quality and value matter more. The dramatic changes in fashion that drive big brand sales are slowing down as people realise that what’s important is that their clothes look and feel great on them as individuals.

Often the biggest sale discounts are on clothes which will look most dated the following season.

So in this summer’s sale season, you will still find lots of discounted big brand names.  As always, if you’re going to take advantage of this, make sure you’re getting good value not just a big discount – a mistake in the sale is still a mistake.  (See my previous post about this)

But my advice would be to take advantage of the fact that this season’s high quality clothes will have an even longer shelf life and to invest in one very high quality item which you wouldn’t normally consider buying at full price – and feel the difference.

The Wardrobe sale begins on Thursday (30 June) 8am to 8pm.



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