Our Market Director Shares His Summer Sale Shopping Strategy

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With the summer sales in full swing, we can’t help but be overwhelmed with the endless selection of stylish finds. It’s for that very reason that we have Who What Wear’s very own market director, Bobby Schuessler, as our guest—he knows the ins and outs of shopping better than anyone.

In the latest episode of our podcast, Who What Wear With Hillary Kerr, Schuessler breaks down his strategic approach to shopping the latest summer sales. His savvy tips and tricks will help you not only score exactly what you’ve had your eye on at a great discount but also make more meaningful purchases as a result. Ahead, get a peek at our conversation, then tune in to the Who What Wear podcast to hear the whole episode.

So first, I want to ask you if you have any suggestions on making sure that you get the pieces that you really want—pieces that you already know from your favorite stores—because everyone has had that happen where they go to the sale, and then the thing that they had their eye on is already gone. So how do we avoid that?

Yes, so of course, I’m going to say in addition to reading Who What Wear daily and subscribing to our own newsletter, which has a rundown of the best sales and what to buy from that fashion-editor lens and point of view, you want to make sure that you subscribe to the newsletters of your favorite stores. Of course, follow the brands on social, and—what I think is most important—enlist those push notifications to get that real-time information directly to your phone. So for example, I’m a Net-a-Porter sale shopper and Mr. Porter sale shopper. I have the push notifications—I would say you want to be selective so you’re not getting notifications all the time, but you’ll get that pertinent information about if there are deeper discounts, if there is an extra 15% off, which is kind of what happened with Net-a-Porter. I was eyeing this oversize Frankie Shop bomber. I think it was like 60% to 70% off, and there was an extra 15% off that I saw with the push notification last week. So that was my time to jump on it, and there were like two left, so I literally got it at the last second.

Okay, so let’s talk about having a plan because it can be really difficult to stay focused. When you walk into a sale moment, there are all kinds of really gorgeous pieces calling your name. How do you stay focused?

Totally, because honestly, this has been my life before. It can be so exciting and exhilarating to see all these amazing things on sale, and you just get that discount thrill. But you don’t want to just buy to buy. And I just have to preface [this.] My husband—I tried to steer him [with] this three-point plan that I’m gonna go over with you—[is] notorious for literally just getting so excited buying everything because it was so cheap. Then you know, the next season, it’s hanging in the closet, tags still on, because it just didn’t work for the lifestyle, for style in general. It was just not worth it, so we have to be strategic with my three-point plan.

So on that note, first of all, you want to think truly about any holes that you have in your closet and what could benefit from a refresh. Again, you don’t just buy to buy. We always say this, editors at Who What Wear: Basics are the true backbones of a wardrobe. They help balance out those more trend-driven picks. So it’s great to start with basics or maybe items you’ve already tested first in the past that you want to refresh because they’re highly wearable and could be great to get on sale. So things like jeans. The Nordstrom Anniversary Sale is happening right now—it has fantastic deals through July 31, and I think the prices go back to full price on August 1. There are amazing Levi’s super discounted. Blazers are something great to consider. Chelsea boots… Some of these more classic staples that really won’t go out of style and have longevity.

Okay, so number one, think about any holes in your wardrobe. What’s number two?

Number two is this idea of the three-three test. So you want to think to yourself when you’re shopping or standing in your closet … do you have three outfits already in mind that you can wear with the item in question? And then, do you have three places to wear said item or outfits? So for example, wearing that to work, dinner, a night out, that sort of thing. As an example, I found this great pair of black trousers that have a zippered hem, an elevated basic from Open Edit, which is one of Nordstrom’s in-house labels. I was putting together a Nordstrom sale story, and they’re great pants to consider because they’re versatile, so you can basically wear any top with them for different occasions. You could wear a relaxed blazer and a top for work with the pants or an oversize poplin shirt for dinner. Maybe a rib tank and a slouchy moto jacket for a night out. Whatever. The styling opportunities are endless, so that could be a great item. And also, these pants in question, they’re only $32, and they’re fantastic.