Expert Shopper

Fashion insiders share their shopping secrets

  Colleen out shoppingShop smart
Everyone's so fashion-literate these days, we're fully conversant on the latest trends well before the stores take their first deliveries. Yet that's only half the story when it comes to shopping. It's the nitty gritty information that counts – from when to shop, to how to find the best bargains and which stores offer the friendliest shopping experience.

When to shop
For key items it pays to shop early in the season, especially if it's something the glossies are touting as a must-have. If you wait too long you'll miss your chance – far better to buy it early and return it if you change your mind.

Caroline Baker, fashion director of 'You' magazine advises shopping in the morning. 'Your mind is clear and fresh, you haven't just eaten a huge meal and the shops are less crowded. Give yourself time to be very critical of yourself in front of that mirror. Prepare to go shopping and for trying on - wear clothes that are easy to get out of.' When it comes to trying on think outside the box. Instead of the nearest changing room go to a quieter one like menswear or lingerie. And if you're shopping in high-street stores like H & M or Gap don't forget fit and finish can vary slightly. Take two of the same size to find the one with the best fit. Shoe shopping is best done late in the day suggests Gisele Scanlon, author of 'The Goddess Guide' (HarperCollins, £15), 'Your feet are a little bit swollen and that way your new shoes won't pinch you as much next day.'

Sales savvy
However tempting, don't buy the hottest look of the moment in the sales. You can be sure that by next season it will all be over and you'll look entirely out of date. Instead shop for the gaps in your wardrobe - the perfect stripy top, the crisp white shirt, those elusive essentials you can never have enough of. Caroline Baker warns, 'only buy what you think Audrey Hepburn might have worn when she was a young and successful actress and wear it thinking like Kate Moss – controversial. Don't look to Madonna or Victoria Beckham's style of dressing!'

More practical advice comes from Sarah Curran, co-founder of my-wardrobe.com. 'Be aware of what you have in your wardrobe and what areas need filling. Also try and understand what styles suit you and, more importantly, what your style is. This will help avoid random purchases. Making a "wish list" throughout the season will help identify what it is you really want and you can make a beeline for it, rather than wasting valuable time browsing. And never buy items that aren't the right size. Avoid the, "I'll be able to wear this when I've lost weight", excuse unless the item really is going to be your barometer sizing tool for your ideal weight.' Curran also recommends using sale periods to buy luxury items that you wouldn't normally buy because they're too expensive - think designer handbags, cashmere knits and boots. 'But avoid anything too trend focused. Sales are not the time to try something that's out of your comfort zone or impulse purchases, these buys will inevitably be a waste of money.'

  Karolina Kurkova discovered boys sectionsDress practically for sales – take a light bag and wear clothes than can be slipped out of quickly. Even better, identify what you're aiming for before the sale starts and try it on then. This way you can just pick up your size and pay. Don't forget, some stores mark down their prices the day before the sale so have a nose a couple of hours before closing time. You might nab that bargain earlier than you expected, minus the scuffle.

Where to shop
Most experts agree that looking in unexpected places can offer exciting results. Paul Smith nicked the idea for his androgynous collection from women who shop in men's departments - try Dior Homme, Brooks Brothers and John Lewis boys' department for this season's borrowed-from-him looks. Meanwhile, knowing which shops cater for your shape and size will save hours of hit-and-miss trying on. Continental labels like Kookaï, Mango, Benetton and Agnès B, come up small so are great for petites. Designer-wise, Burberry is a great option – its popularity with Japanese women means sizes start at size 6. If you're tall head for German labels like Jil Sander or Spanish chain Zara where most trousers have a 34in inside leg as standard so are brilliant if you're 5ft 7 and over. Gap and Topshop are good sources for trousers in different lengths and for longer-length designer jeans Seven For all Mankind has a 36in inside leg. Shorties are well catered for by Nudie Jeans and for small-waist-big-bottom proportions, Notify comes highly recommended. James jeans are the best for curvy figures.

  Paris shopsThis old thing
Vintage shops are everywhere these days but some are streets ahead of the others. Caroline Baker favours Virginia for vintage Victoriana and '20s flapper dresses, (NB: you need an appointment to shop here) Rellik for cutting-edge vintage like Vivienne Westwood, and Steinberg & Tolkien for everything else. Eylem Altuncevahir, personal shopper at www.stylingimage.com vouches for Marshmallow Mountain just off Carnaby Street. 'You're invited to dress-up and accessorise, choosing from the pristine collection of vintage garments, shoes, handbags, hats and all other female finery. The service is excellent and the staff are very helpful and friendly.' Circa Vintage also gets her vote. 'It's an excellent place to shop around and is a popular reference source for designers and buyers.'

Sale or return
What to do if you bought it then decide you don't want it? Caroline Baker says, 'Today most shops have good returns policies and those that don't exchange warn you when purchasing. It's a good idea always to ask.' Eylem's favourite store for returns is Selfridges; 'their overall service is excellent.' If you're outside the 28-day window your best tactic is to ask for the manager from the off, as they can often use their discretion in issuing refunds. Vintage clothing tends to have a strict no-returns policy and some shops are fussy about returning swimwear and underwear. All the experts agree – never assume you can return things – a clever shopper always checks first and never throws away the receipt!