BRITAIN may be going down the tubes, but at least we’ll look a million dollars. Natalie Massenet, the queen of internet fashion shopping, is launching a new website selling heavily discounted designer labels as savvy shoppers force down the price of luxury clothes.

While many other bills are going up, frugal fashionistas could soon be able to snap up Marc Jacobs bags, Christian Louboutin heels and Stella McCartney blouses at bargain prices.

Massenet, whose Net-a-Porter website has already changed the way stylish women shop, is putting the finishing touches to Outnet, her latest online venture, before it goes live in April. Thousands of women have signed up for membership and e-mail alerts.

The idea is to replicate the shopping experience of discount outlet centres such as Bicester Village on the internet and to give customers the thrill of the sales all year round without their having to leave home.

The launch is being heralded as a victory for consumers over the big fashion houses which have traditionally resisted offering large discounts at their flagship stores.

Outnet will snap up ready-to-wear clothes that have been ordered - and then cancelled - by department stores as the recession bites. Brands will be placed on special offer on different days, and surplus stock will be sold at up to 80% off.

Outnet’s launch follows the success of other websites such as Brand Alley, which is part-owned by News International, publisher of The Sunday Times, and Cocosa on which designers hold “secret sales”.

Massenet, 43, a former fashion editor and stylist, said: “We are very excited about this. It’s time to give the sale customer a place she can call her own.”

Claudia Croft, the fashion editor of The Sunday Times, said: “It is going to be a silver lining of the recession. Women have got used to discounts. Sale shopping can be grubby but this will be quite chic.”

Outnet and other similar websites will provide some comfort for cash-strapped women who have had to resort to “shopping their wardrobe” - rummaging around for clothes they have bought in the past but have never worn.

One recent survey suggested that women in Britain each own an average of 14 items of clothing, collectively worth £7 billion, which have never seen the light of day.

Massenet’s Net-a-Porter business has already bucked the trend of high street retailers such as Miss Sixty and USC which have gone into administration.

It is famous for its 1950s-style packaging, with designer clothes arriving nestled in tissue in black boxes wrapped with white ribbons.

“Natalie has such exquisite taste and has often saved my fashion bacon,” said Cat Deeley, the television presenter. “Those black boxes with white ribbons give girls palpitations.”

The timing of Massenet’s decision to launch an outlet site reflects the success customers have had in forcing down prices. Last week TK Maxx, a discount store that sells returned and end-of-range designer clothes, leapt from 24th to 4th in a poll of Britain’s favourite stores.

Michelle Dewberry, a former winner of The Apprentice television show, is starting another website for fashion and beauty discounts called Chiconomise.

Tasha Tee, who runs a fashion blog, said: “The shopaholic is feeling the pain far worse than most would think. Chico-nomics is such a cute phrase and makes a frugal fashionista like me feel overjoyed about still getting our designer duds.”

Brand Alley has attracted 600,000 members in just 12 months. Last week it was offering Elle Macpherson lingerie at discounts of up to 73% and Diesel shoes reduced by up to 69%. Sven Lung, its managing director, said: “Designers like Chloé and John Galliano like us because we help them get rid of their inventory quickly and discreetly.”

Bagging a bargain

Bags of bargains were to be had yesterday on discount websites selling designer labels.

Secret Sales had a Lanvin black holdall suit carrier reduced from £85 to £52 and Roberto Cavalli brown pearl sunglasses cut from £135 to £58.

Net-a-Porter offered 50% off a Chloé oversized leather tote (below), down to £408.50 from £817.

Brand Alley today has a private sale of John Galliano and Marc Jacobs shoes at up to 70% off.

Article from : www.timesonline.co.uk - January 18, 2009