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Why Luxury Brands Are On Sale, For Once

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This Weekend's Best Online Sales

If you’re exchanging Christmas gifts, this weekend is basically your last chance to shop online and have what you buy shipped to you in time. And if you’re not doing any gifts this year, already done with all that, or just looking to shop for yourself — no judgment! — then you can skip that warning and hop right to the markdowns below.

This week, both Reformation and Everything But Water are having large sales, so if you have a trip coming up to somewhere warm, those are definitely worth checking out. Other than that, there’s a sitewide discount at Madewell, plus a few others worth calling out. See them all, plus what to buy, right here. Tiffany Yannetta, shopping director

Woman in a short black printed dress with long sleeves.
Photo:Reformation Valentine Dress ($153)

Everything But Water: Going on vacation over the holidays? EBW is offering an extra 25% off sale merchandise through December 22nd. You can shop the entire sale section here, but to keep things manageable, sort by category. Here’s swimwear, and here’s resort, which includes things like caftans and cover-ups.

Oak + Fort: Take 30% off all shoes this weekend with the code SHOES30. That brings these fuzzy mules to $40.60 and these lace-up sandals to just $16.80.

Reformation: The brand’s end-of-year sale started yesterday, and stuff’s going fast. If you’re hoping to snag something good, check it out sooner rather than later. A lot of what’s marked down is pretty summery or best suited for special occasions, with some stuff you can swing for December — like this long velvet dress (if you layer it) for $124 and the long-sleeve Violet Top, available in a few colors and prints for $90.

Madewell: Use the code ADDTOCART for 25% off your total purchase through this coming Tuesday. This plaid oversized topcoat will be $244 after discount, and this real good chunky turtleneck will be $82.50. Looking for denim? The 10-inch High-Rise Skinny will be $101, and the Roadtripper Jeans will be $56.

SSENSE: Lastly, a big designer sale. The sale section at this Canadian luxury e-comm site is marked down up to 60% off. You’ll have to pick through to find the good stuff — and things that aren’t still a wild amount of money — but if you’ve got the time, it’s worth clicking around. And hey, there’s no shame in sorting by price: low to high — there are lots of tees, underwear sets, and cute socks priced under $50.

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Now’s the Time to Buy That Balenciaga Bag

Turns out you might have gotten a better Black Friday deal shopping at Saks Fifth Avenue than Macy’s this year. The luxury market, usually notorious for conserving high prices to protect brands’ perceived value, was actually proportionally the most heavily discounted during the annual retail bonanza, according to data from retail technology and analytics company Edited reported in Business of Fashion.

From an analysis of 11,000 brands and retailers, Edited found that 46 percent of all products in the US luxury market are currently on discount, compared with 24 percent in the mid-priced market and 20 percent of mass market on Black Friday — which may explain why you might have spent hours perusing the Net-a-Porter sale while making it through Zara’s in about five minutes. There were more discounts across the board, and markdowns were even steeper than in 2016. Yet even with the low prices, we managed to spend a record amount this year: more than $14 billion online between Thanksgiving Day and Cyber Monday, per Adobe research.

But while we’re used to seeing huge markdowns on products like television sets and kids’ toys, discounts on high-end handbags and outerwear are a less expected phenomenon. Yet for 2017, brands like Tom Ford, Prada, and Balenciaga — all of which regularly price their wares well above $1,000 — had dozens of products on sale on their own websites and on wholesale e-commerce stores. (This python Tom Ford bag, for instance, is $925, down from $1,850.)

And because we now live in an age when Cyber Monday lasts basically until the end of the year, other markdowns kicked off the first week of December, and are still going strong across the board. Even today, a full three weeks after Black Friday, high-end retailers are awash in deep discounts: Net-a-Porter’s sale section includes more than a hundred pieces by The Row, Neiman Marcus has Raf Simons’s first Calvin Klein collection at up to 70 percent off, and Farfetch has boots by Chloé and bags by Balenciaga for a (relative) steal.

While brands are likely not thrilled about the trend — ideally, they want to sell everything at full price — for shoppers, it’s an opportunity to splurge responsibly. —Hilary George-Parkin, reporter

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