It’s chic to be cheap

For the Rebecca Bloomwoods (remember Confessions of a Shopaholic) of the world, the UAE is haven, for there’s a 50 per cent discount or a BOGO (buy one get one free, for those not versed in the lingo) at every nook and corner. In light of the economic recession that tightened purse strings, discount shopping or bargain hunting at the souqs and textile markets is now the hip new way to build a wardrobe. And jumping on to the bandwagon is designer fashion online store Net-A-Porter.com’s little sister theoutnet.com, which offers designer clothing, shoes, handbags and accessories at up to 70 per cent off.

Speaking to The weekend tabloid!, the director of theoutnet.com, Stephanie Phair, who was in the UAE recently, explained why the phenomenon is fast growing. “The negative stereotypes associated with discount shopping are beginning to disappear. The first thing that comes to mind is some sale — you think messy environment, you think all the wrong sizes.

“However, presented beautifully with the right editorial, you see how an item on sale can look beautiful in an outfit. This enhances the value of the product for it shows that good fashion, good designers and good quality are timeless and lasts beyond seasonal trends. It makes you say I will invest in a piece because I can wear it for numerous seasons rather than in the latest season. I think, done in the right way with the support of the brands, discount shopping is a very positive thing for it shows the brand’s longevity.

“I also think the internet has changed the way the fashion industry functions in general — before its advent the only way consumers could see fashion was the way that brands presented it — so it was limited to the shop experience and advertising billboards. But now the internet has completely transformed it. For a start it’s a lot more transparent in that you can see the whole life cycle of the product from the season straight off the runway to discounted items. I think that people are starting to be more savvy about the way they shop and I think the stigma surrounding discount shopping has really gone away because people realise that good designers and good brands and good fashion is enduring.

“The advent of mobile commerce has also heralded a change in the negative stereotypes. The modern woman is always on the move, she’s rushing to drop the kids off at school before heading to an all-important meeting or picking up groceries for the day’s dinner — customers can now use their tablets to browse items before purchasing something on their mobile. The nature of discount shopping entails that items are limited — you don’t have every size so you have to shop quickly and the mobile is perfect for that. If you see something you love you can buy it then and there. Technology has changed how we shop,” explained Phair.

“You can sit in your pyjamas and not deal with pesky salespeople. Funnily enough it’s the most personalised service you can get since you are doing things on your own terms. Also this way you get to learn about the designer in a very anonymous way without that pressure you feel in a shop,” she added.

The discount shopper stereotype has long been the lady who does not know the difference between turquoise blue and royal blue and who takes five minutes to put together an outfit. However, this too has changed.

“When we launched theoutnet.com three years ago we thought the discount shopper would be the young girl who does not have a lot of money to spend and who was buying discount because she couldn’t afford full price. What we’ve realised is that’s not true at all,” said Phair. “The majority of our customers are women in their mid-30s. They love fashion and their designers and the high quality it brings — they are aware of it but they choose to spend their money on travel, food and beauty as well. And so they don’t need to have the latest fashion as they also appreciate value. Our customers are full-time mothers who want to look elegant and chic for the morning school run and also lawyers and those who work in finance. We also have young customers — those that are keen to use their style as an expression of their individuality. They take pieces they like and mix and match in a way that suits their style best.”

In the UAE, we like to be the best at what we do — the Guinness World Records acquired by the country are testament to that — so how does discount shopping sit with a population that likes to stand out.

“I think the Middle Eastern woman is realising that she can find amazing designers on theoutnet. The designers that do well here are beautiful embellished brands such as Marchesa and Oscar de la Rent. Diane Von Furstenberg and Tory Burch are popular for day looks while for a night out in the town Herve Leger does well,” said Phair. “Women are realising the calibre of these designers and are also becoming more aware of options available to them. Women are starting to get comfortable with online shopping over here. One of the reasons for the negative connotations of discount shopping is that service is so bad whereas we place a great emphasis on it.”

Phair went on to highlight the importance of service and presentation of an item in the discount shopping field — how many times have we gotten that leer and “It’s on sale, it’s the last item” from a snooty salesperson when we asked for a top in our size.

Putting items on a rack with a large red sale tag is not the way to go. Rather, she says it is important to merchandise and editorialise the offerings to encourage customers that they can be on trend with previous season’s offerings.

TIMELESS PIECES

Having established that one can look fashionable without copying runway styles every season, Phair recommends items every woman should have in her wardrobe — those timeless pieces.

Have a blazer on hand, to pair with jeans for a casual work lunch or to dress up a dress for an important meeting.

A pencil skirt is always great, for it makes everyone look great — be it a petite little lady or a curvaceous one.

Coats are the best items to buy on discount for trends with coats do not change much and its good to invest in a quality piece, since that’s the first thing people see in an outfit.

A pair of good flats is essential

A statement piece of jewellery to jazz up a plain look