Off-price shopping guide: how to find and where to buy unique items with huge discounts

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Turning boring shopping into an exciting pastime, not only saving money, but also finding that very special thing is not a quest, but the essence of off-price shopping. In Russia, the main department stores of this format are Familia stores: here things of original brands are offered with huge discounts (up to 85%), models are often presented in a single copy, and the price level will suit everyone – both those who prefer the mass market and fans of designer images (the latter is reserved for the Gold Brands zone). What is important – you can find here, among other things, clothes of brands that stopped sales in Russia. Allocate enough time, formulate a goal, do not be afraid to experiment – and go shopping.

Stylist Victoria Startseva shared her personal experience of “treasure hunting” in Familia during the shooting of Katya IOWA, a singer who relies on uniqueness in her images:

This shooting is about brightness, about humor, about inner light and about life. About the importance of the fact that in any circumstances you should not forget about lightness, about your inner child. To prepare for the shoot, we went to Familia stores, each one different from the last. With the passion of hunters, we spent several hours sorting through a huge number of things on the rails: we found interesting models of both the mass market and the premium segment – we used the mix & match technique. We found an incredibly beautiful cloud fur coat, spotted boots that set the right accents in the image, a pleated skirt and a voluminous robe coat that does not give up its positions this season. For me, as a stylist, going to Familia was an interesting adventure, a real treasure hunt, the search for that very thing that you grabbed and no longer let go of.

5 rules for successful off-price shopping:

1. Familia has no seasonal collections, prevailing trend or color – you can find absolutely any thing. On each rail – models of different brands
   and price categories.
2. Do not walk only around the perimeter of the hall. If you want to save time, take a look at the rails, scanning for prints and colors that suit you. If you notice something – take it right away, because most of the things are presented in a single copy.
3. Keep in mind that the hall is divided into departments – women’s, men’s, children’s, shoes, household goods, toys and accessories. All items are sorted by category and size.
4. Keep in mind that sizes vary from brand to brand, so go beyond your size and (for women) check out the men’s section (for shirts, t-shirts, and other versatile items).
5. If you appreciate more expensive brands, go to the Gold Brands area – you can check the list of stores on the Familia website. Each of the chain’s department stores has a different assortment and is regularly updated.

“Familia is your fashion habit”