Bargain Hunting

Much of this has to do with merchandising. Many stores only try to rid themselves of very old or damaged items; the previous season’s collections are saved up until much later,when they’re old enough to be sold at a great markdown. Either this or the discounts are so narrow (between 10 and 30 per cent),it’s hard to make a successful sale. Moreover,few Indians shop in July,when the monsoon sets in and there are fewer soirees,or January,when the going-out season is well over. It’s usually Diwali,or a run-up to the festival that’s the real driver.

Very few boutiques — even among the high-street ones that are owned by international buyers — have what we can call a truly fabulous sale. I can count on one hand the few good sales I’ve been to,and among these sadly are one or two press sales. I especially love the sales at Ensemble,the markdowns are tremendous and it is sometimes easy to get something that costs Rs 15,000 full price for Rs 2,000 after discount. But it’s the pushing,shoving and many an ugly fracas that sometimes makes this a tedious experience. It’s almost as if you are at an H&M bargain basement,with people who have the manners of H&M shoppers (I would arguably only accept this if it were the Marni for H&M line).

In the US,the 4th of July sales are huge. Moreover,the economy of the country makes its denizens flock to the sales. Besides,in the US,there’s almost always a sale on — I remember Banana Republic having an everything-in-white sale,probably just for the heck of it.

I have to admit a growing family and inflating price tags are slowly proselytising me. I am personally affronted by rising prices of luxury fashion in the last five years,especially since almost everything is now manufactured in China. You are paying double and receiving much less. The indie stores and labels seem to be far more alluring. I’ve shopped out Anthropologie; of course,they’re having a superb markdown (and there aren’t any impolite elbows here). It’s especially remarkable to find fashion that’s locally made. ‘Made in USA’ is a coveted label again.

The trick to shopping at sales is to only buy a bit of magic: buy something you love or really need. Purchasing something only because it’s cheap will make you regret it. Other than that,the opinion on discounts is as divided as the price tag.

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