Kelly Cutrone, a seasoned fashion publicist, reflects on a time when brands were discouraged from advertising their end-of-season sales. She recalls, “It was primarily an industry secret, not something that brands promoted to the general public. Media outlets and editors would never dare to highlight such events.”
Fast forward to today, and these once-exclusive opportunities for brands to unload unsold merchandise have become a staple in the fashion industry. Brands like Maison Margiela, Cult Gaia, Reformation, and Everlane are now actively participating in sales events to clear their inventories, making sample sales more accessible than ever.
Not only are sample sales becoming more commonplace, but they are also being recognized as an effective marketing tool in the age of social media. With platforms like TikTok propelling them into viral sensations, these events maintain a sense of exclusivity that can elevate the shopping experience beyond the traditional clearance racks or off-price retailers.
Emily Glaser, a 23-year-old assistant buyer at Macy’s in New York, shares her perspective: “I never purchase anything at full price. It seems impractical. With a quick online search, I can easily find whether an item is available at full price or on sale elsewhere. Sample sales typically offer the best deals.”
Understanding Sample Sales
When brands decide to host a sample sale, they often enlist the help of specialists. One of the leading companies in the U.S. is 260 Sample Sale, which has managed sample sales for designer brands since 2003, having Diane Von Furstenberg as an early client. Now, with eight locations across New York City and Los Angeles—and additional venues in Dallas, Chicago, and Miami—it has organized 346 sample sales just this year.
In addition to established firms, a new generation of tech-savvy start-ups like Sensoria, Sample Sale London, and Alfargo’s Marketplace are transforming the landscape by taking sample sales online. These companies focus on enhancing customer service and providing an engaging shopping environment that preserves the premium image of their brand clients.
Shifting Views on Sample Sales
Certain brands prefer to keep their sample sales in-house, viewing them as unique opportunities to engage with a distinct group of customers. For instance, Lisa Says Gah, an LA-based retailer, has eliminated the ‘sale’ section from both its online and physical stores. Instead, they now host two major sample sales a year in Los Angeles and San Francisco, as founder Lisa Bühler explains.
By previously partnering with 260 Sample Sale, Bühler found that direct management of the events allowed her to forge more meaningful connections with customers—often introducing herself while they wait in line. “The excitement created by these sales attracts many more visitors to our store, and it piques the curiosity of passersby,” she noted. By reducing the frequency of discounts, she hopes to encourage full-price purchases between sales.
Elevating the Shopping Experience
Some platforms specializing in sample sales distinguish themselves as sophisticated alternatives to typical off-price options. They aim to counteract the long-standing stereotype of chaotic sales events with limited customer care. For example, Alfargo’s Marketplace, which focuses on menswear, hosts its sales at the prestigious members-only club NeueHouse in New York and offers on-site tailoring and custom embroidery services, elevating the overall shopping experience.
Similarly, New York start-up Sensoria provides professional quality content for overstocked items sold online, employing a dedicated team of photographers and stylists to present last season’s items in a fresh, inviting manner. Meanwhile, traditional sample sales remain relevant for high-end labels like The Row and Khaite, provided they maintain an exclusive client list to create allure. Rachel Mohler Roberts, a political-tech entrepreneur from New York, shared her experience: “To gain access to the Khaite sale, I had to join a mailing list and rely on personal references. It’s a bit of a hassle, but it adds an element of exclusivity that makes the experience feel special, unlike just shopping at a regular discount store.”
