Shop like a style insider

F rom being patient to cheating a bit, Anna Pursglove reveals how fashion’s smartest shoppers bag a bargain

e all know a canny shopper. She’s the one who always finds the must-have thing… for half the price or when everyone insisted it was sold out.

Of course, if you ask her how she did it, she’ll say it was luck. That fate was on her side. That her star chart made it possible (that’s true, by the way – an astrologically minded magazine stylist did once tell me that her ‘rising sign’ had manifested the perfect capsule wardrobe).

The reality, however, is more prosaic. All you need is a list of insider tricks (which we’ve procured from clever fashionistas who prefer to remain anonymous). Some will appeal more than others (depending on how deceptive you’re willing to be) but all have a proven track record of success. Here are the top ten tactics the fashion pros we talked to swear by…

WBe barefaced and ask for a discount

‘You would be amazed how often this works – particularly in posh shops. My friend owns a gorgeous boutique in a very wealthy area and the number of customers who request money off is quite staggering, she tells me. However, she usually gives it to them just to make life easier. She reckons if she gives ten per cent off they feel they have won and she’s at least made a sale.’

Get Bicester-savvy! ‘Bicester Village in Oxfordshire is a mecca for quality designer buys – and new drops hit on a Monday. It also has in-store promotions so you can check online to find out when these are happening to maximise your savings. I’ve also discovered that the brands at Bicester can be contacted through Whatsapp so you can keep track of new drops without having to travel to the store.’

Be first to know when an Ebay item is reduced ‘I buy a lot of clothes on Ebay and I’ve noticed that if I like an item (click the heart icon, which saves it) or am watching it, I’ll get updated when the seller reduces the price.’

Remember, retailers aren’t very original with their discount codes

‘I’ve had a lot of success with pure guesswork. Try things such as “HELLOSUMMER” if it’s a seasonal sale, or “SHOES22” if it’s a specific department. There’s no maximum number of tries in the discount code field so just do it until you can’t be bothered any more. Make a note of real discount codes for inspiration – these are often shared online too, so do check before you buy.’

Don’t ignore newsletters and wishlists

‘Signing up for newsletters might mean more junk mail but it also means early sale access and sometimes a discount on your first purchase. Also don’t forget to add pieces you love to your wishlist (usually available if you have an online account), then you can see at a glance which of your favourites has gone into the latest sale without wasting time trawling through stuff you’re not interested in.’

Think about where you’re buying it from ‘Brands such as Whistles and & Other Stories are available from websites such as Asos where you regularly get 20-per-cent-off days (which the brands themselves will not be offering). Also, if you (or an obliging friend) happen to be going abroad, shop brands in their home country – Zara, for example, is much cheaper in Spain.’

The fashion tortoise wins in the end

‘The canniest fashion shoppers are slow and patient. If you want something in particular but can’t afford it, keep an eye on websites such as Ebay, Vestiaire Collective and Depop: the item will come up.’

Before you go designer, try high-street menswear

‘Stylists know that the cut and fabric quality of men’s clothing is superior. So before you splash out on pricey knitwear, blazers or shirts get yourself down to a good menswear department (M&S is my go-to) and see what you can find.’

If you can, buy children’s trainers ‘Everyone I know does this if their feet are a size 6 or smaller. Why? Because a combination of retailer pricing strategies and the fact that there’s no VAT on kids’ apparel means a significant saving. Brands like Nike and Converse in particular have the same styles in the children’s section, just a lot cheaper. Sadly, with my size 8s, it’s never going to happen!’

Shop as an online collective if it’s an expensive retailer

‘My friends and I adopted this strategy earlier this year. You’ll usually find that luxury retailers also offer free delivery over £100. Furthermore, they’ll often try to entice you with a 20 per cent discount as soon as you hit a certain purchase price. We’ve got a dedicated Whatsapp group for shopping shout-outs and we buy as a team.’