David Zyla - How to Win at Shopping: 297 Insider Secrets for Getting the Style You Want at the Price You Want to Pay

David Zyla & Eila Mell

Workman Publishing New York

This book is dedicated to those who love and loathe shopping and to those who create the wonderful world of retail!

Have you ever gone into a swanky boutique and felt like Julia Roberts in Pretty Woman? Relax, youre not alone! Most of us have had these feelings of insecurity. The idea of shopping seems to divide people into two camps: those who love it and those who really dont. This book of shopping secrets is for both groups. For those of you who feel uncertain when stepping into a store, this is your game plan. Were confident it will quickly change your mind about the experience. And for all you fashionistas, you will love our insider tips. Theyll prove to be indispensable additions to your current shopping skills.

No one is born knowing how to shop. It is an art that needs to be developed. You know that feeling of confidence you have when youre wearing your best outfit? You really can have that every day. We have made shopping super easy by breaking the process down for you. Youll understand how stores work, and why theyre designed the way they are. Do you know why there is carpeting in certain areas? You will! Are you unsure of how a certain item should fit? You wont be any longer! Do you have trouble deciding when to make a purchase? Not a problem anymore!

We all have to shop. We want to give you the confidence you need to conquer any store and come away happy and with a fantastic wardrobe.

Brick-and-mortar store: A store that has a physical presence; a traditional store.

Cyber Monday: The online counterpart to Black Friday. Cyber Monday happens the Monday after Thanksgiving, and is an extremely busy day for online shopping.

Final sale: A sale item that cannot be returned or exchanged.

Flash sale: A sale with a high discount for a very limited amount of time.

Layaway: A purchasing method in which the customer can put an item on hold and pay for it in installments over time.

Markdown: The amount of money reduced from the price of an item.

Markup: The amount of money added to the price of an item that covers the retailers overhead and profit.

Pop-up store: A store that opens and closes in a short amount of time, from a day to a few weeks or months.

Presale: A sale that occurs before items are available to the public.

Price adjustment: If an item is bought at full price and then goes on sale within a short period of time (typically one to two weeks), the retailer may give the customer a price adjustment, or refund the difference.

Private label: A product for sale under the name of a retailer.

Sample sale: A sale of a designers samples that were previously used to show new collections to retail buyers and fashion editors.

Shopworn clothes: Items with wear and tear from being displayed or handled in a store.

SKU: Short for Stock Keeping Unit, the SKU is a stores product and service identification code. Each style of clothing at every company has its own SKU.

Everything you need to know (and do) before you get to the store.

[1]

Before a major shopping trip, always go through the items in your closet that you purchased last season and never wore. It happens to the best of us. That incredible item you had to have has just hung in your closet, unworn. Taking stock of this before a shopping trip will give you pause before making another similar mistake. Take out all of the still-tagged items in your closet and try each one on. Look at yourself in the mirror, and write down at least three reasons you have yet to wear each piece. This list should go with you on your trip and be referenced whenever you contemplate a purchase.

[2]

Prior to shopping, always assess what you need and remind yourself of what you already own. It can be very frustrating buying something only to realize later that you have a similar item in your closet. This happens more often than one would think. Many of us tend to buy the same types of garments over and over again. But really, how many black sweaters can (and should) one have?

[3]

Sometimes the best shopping plan can come from your current closet. No matter what you think of your present wardrobe, it holds many of your past triumphs. These pieces and outfits should be used as clues to find the perfect items you should be shopping for, ones that are completely authentic to you. Think of your clothes like costumes in a film you are starring in. Ask yourself what they say about your character, then make sure that all future purchases connect with and illustrate that vision.

[4]

Always snap photos of yourself wearing favorite items in your closet to use as visual reference on your shopping trip. The photos will not only inspire and influence your purchases, but theyll also help discern things like length, proportion, and fullness. Why wonder how the length of a skirt compares to your favorite back home when you can just reference a photo on your phone? This also works when shopping for accessories. There is no reason to question whether an accessory will complement an outfit when you can easily bring along a picture.

[5]

Collecting pictures from magazines and blogs and compiling your own style file will always open you up to shopping a wider array of looks. Start a folder, either physical or digital, with styles you like on others that might also work on you. You will begin to see patterns and will be able to more easily identify similar items when shopping.

[6]

Do some research before any and all shopping trips, and you will always have better results. Researching can save you time, money, and possible frustration. Searching online, making a phone call, or just asking around will help you discern which outlets are worth a long drive, the range of price points at a nearby department store, the probability of designer labels at a new consignment shop, or the opening time of an online flash sale.

[7]

If you suspect that specific branded items may be available at an outlet, research the quality and price of the pieces prior to your shopping trip. This will always enable you to make a faster decision. Knowing the full price will be extremely helpful, so you can compare it to the outlet price. If you are in any way disappointed with the item you came for, skip buying it. Your trip will not have been wasted, and neither will your money.

[8]

Always bring a bottle of water if you plan to shop for a while. Shopping can be a workout. Theres walking, carrying armfuls of clothing or packages, and trying clothes on. Who wants to be slowed down by needing to find a drink? Bring your own bottle and you wont be interrupted.