Don’t worry if you never got around to buying a summer ensemble in time to make a splash at July Fourth pool parties and cookouts.
Now the fun kind of summer shopping begins, those exhilarating trips to your favorite haunts where you can score a swimsuit, sundress and sandals — all on sale — just before embarking on a week at the beach.
“It’s never too late,” says Anu Narayanan, vice president of women’s and non-apparel at Old Navy. “You can always find, even on sale, great pieces, and it’s how you mix them together that makes everything look new.”
This year, many stores are recognizing that shoppers like to purchase summer clothing closer to when the weather is warm enough for them to wear it, says Marshal Cohen, chief industry analyst with The NPD Group.
That translates to a later, more gradual rollout of summer clothing as well as staggered and later-than-usual sales, he said. While the 40 to 50 percent off deals used to arrive in early July and grow to 75 percent by August, Cohen predicts it will be August when the half-off sales begin.
The weeks ahead in mid-July and August are prime time to look for deals on basics like tank tops and trendy dresses, printed pants and colorful blouses, he said, though it may be trickier to find what you want because the sales will not be storewide. Cohen recommends checking online for deals before shopping.
“It’s a great time to find things you’re going to wear for the summer months and a great time to look for things that will effortlessly move into your fall wardrobe,” said Ken Downing, senior vice president/fashion director for Neiman Marcus. “I’m all about a great trend that has staying power.”
For color, think orange, a popular spring and summer hue that will work well in autumn with violets, reds and cranberries, Downing said. An orange handbag, he said, “pops everything in your wardrobe.”
Distressed denim and peep-toe booties also make his “buy” list, and anything that follows the black-and-white trend.
Old Navy is influenced by the buy-now, wear-now trend, with stores receiving new summer clothing into early July, Narayanan says, adding that stores will have summer items like denim cutoff shorts, peasant tops and bathing suits this month.
While a hot designer boot or a blouse in a certain print may sell out before markdowns, Louise Roe, host of NBC’s “Fashion Star,” suggests shopping by category, like dresses, rather than searching for one special piece.
“With sales, remember, it’s hit or miss,” Roe said. “Try not to have your heart set on a specific item because chances are, you might miss out or it might not be as discounted as it should be. It’s better to enjoy and be potluck.”
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