Where to start: wardrobe audit
A thoughtful approach to discount shopping guides the way for smarter wardrobe decisions. Fashion historian and stylist Yana Demchenko recommends reviewing current collections across the season and waiting for sales to begin, first confirming whether discounts apply to favored items or if a permanent, non-discounted series exists. If the item you desire is likely to appear on sale later, waiting can pay off, but popular sizes disappear quickly when deals arrive.
Before heading out to shop, Demchenko advises a careful audit of what the wardrobe actually needs. If a clear flaw appears in skirts or a demi-season coat shows wear, it’s reasonable to prepare for the next season with a focused check of what is missing. Conversely, if there is no urgent shortage, it may be wiser to reconsider old pieces or invest in items that will refresh the summer wardrobe dramatically.
Stylist Olga Romanenkova echoes a similar sentiment. Reassessing a personal wardrobe helps buyers concentrate on essentials rather than accumulating more jeans for the collection. The best plan is to create a concrete list and shop with it. “Many closets hold items that never get worn, not because they are outdated or don’t fit, but because there isn’t a matching piece for them. In such cases, look for the missing items on sale,” she explains (Romanenkova, stylist).
Where to buy: in shopping malls or online
February sales offer a dual advantage: both mass-market brands and premium labels become accessible. If the idea of a flawless coat in a luxury storefront once seemed daunting, February provides a window to try it on. Premium brands tend to hold out longer on last-season stock and offer meaningful discounts closer to the end of the season (Demchenko, fashion expert).
“It is quite possible to wait for the final discounts in the premium and luxury segment, just clarify when those discounts end so the shopper does not end up with nothing,” Demchenko warns (Demchenko).
When discount shopping in mass-market stores, be prepared for crowds and bustling fitting rooms alongside fellow bargain hunters. “Mass-market sales follow a familiar pattern: shoppers aim to buy items that are either unworn or barely used from the racks in the first days or during online promotions,” the stylist notes (Demchenko).
For those who prefer a calmer experience, online shopping offers the chance to try items and quickly return what doesn’t fit. “This way, you can test a wide range of essential pieces and assemble looks for specific occasions without the pressure of in-store crowds,” the expert adds (Demchenko).
February sales are global, not confined to one country. Stylists often point to Turkish markets as a viable alternative. Turkish brands present several benefits: cheaper mass-market pieces, currency dynamics that make importing more affordable, and reasonable delivery times to nearby regions. It helps to know what you’re buying and how it will sit, as returns can be challenging (Gahramanova, Turkish Mall).