What Really Goes Down at Sample Sales
Four sample sale shoppers share everything you need to know
What do Cult Gaia, Reformation and The Row have in common? They all hosted a sample sale in the last year.
Once the playground of fashion insiders and very special clients, sample sales have become a kind of watch party, accessible to anyone with a smartphone. For consumers willing to wait, the benefits are clear: They get to own pieces of their favorite brands at a fraction of the cost, long line be damned! “What I like about sample sales is that feeling of finding a bargain,” content creator Michael Ramos told me. “It is a bit about that cat and mouse game.” Creators also have the opportunity to capture exclusive content, which tends to draw a big audience of digital onlookers.
Sample sales are of course nothing new (they’ve existed in one form or another before), but what’s different today is their frequency and the wide range of brands opting in. So much so that 260 Sample Sale has turned the event into a profitable business, generating a reported $29 million in revenue last year. From the cult favorites and mass market darlings to mid-level players and newer labels with social cachet, everyone is doing it, so what’s in it for brands and what are they actually selling?
“Most sample sales aren’t actually selling samples,” plus-size luxury fashion designer Suzanne Vinnik shared with me on Threads. When building a collection, designers typically need to order a large number of samples to test product market fit and try them on different fit models. These pieces not only cost more to produce (as factories offer favorable terms for high volume orders), but they seldom go into production without further modification, which not only creates an inventory problem but also puts a financial strain on small businesses. Sample sales thus offer a way of recouping some of that initial investment. As Vinnik added, “We’ll sometimes liquidate early stage pieces, items loaned for PR [public relations] pulls, photoshoots, and other items that are still usable but often have a minor imperfection.”
You’ll find some brands calling these events archival sales—perhaps to place their products above this perception—but what they’re selling is no different.
Samples make up only part of the inventory as brands also put up overstock if their products do not sell out by the end of a season. As we’re living through a crisis of overproduction, I can’t help but think that the frequency of sample sales is directly linked to our culture of fast consumerism. Sales happen more often as there is simply too much supply and not enough time to sell it at full price. That unsold inventory can in turn become a tax liability in the U.S., per jewelry business consultant Sharon Zimmerman. “Strategically, it makes sense to move samples and unsold items at a discount when it will be costing money to keep it,” she said.
Lastly, while it’s hard to debate the financial case, there is also a brand marketing dimension to sample sales. As luxury fashion consultant Jonathan Agbor said, “It’s a great way to attract new customers/first-time buyers who might become full-price customers in [the] future.” The longer the line, the more aspiring the consumer, the higher the brand desirability!
Ahead, four sample sale shoppers share what to expect.
Name: Karina Vozniuk, model and content creator
Sample Sale: Multiple (Nanushka, Acne Studios, Khaite, The Row, Iro Paris, etc.)
What was the first sample sale you went to and what made you decide to go?
The Nanushka sample sale. I was running and just saw it by accident at the 260 Sample Sale location. I bought a great vegan leather jacket for less than $100. After that, it became my tradition to run in the morning and hunt sample sales.
How do you choose which sample sales to go to?
The brand values and general aesthetics. I go only if I really like the brand and if I know that I would like to buy something without a sale.
What is the typical wait time at sample sales?
It all depends! If you are lucky to get the Friends and Family invite, there is almost no line. For the Row I was in line starting at 3:30 am for 10-11 hours. For Khaite, 7 hours. If you come in the last days, there is almost no line as well.
When the wait is so long, why do you still go for it?
Only the brand! For example, I was craving a bag from The Row, but was disappointed [with the experience]. People had no time limit so it was a mess. I was there from 3 am until 12 pm. It was completely unorganized with long lines and people pretending they were waiting for Jimmy Choo in the same building to skip the line. Inside was a mess as well: too many people, almost no bags etc.
What has been your favorite sample sale so far and why?
Khaite! I wish I had come earlier. The organization, choice of items and pieces were amazing. I bought a summer bag and the perfect boots.
Do you have a story or favorite memory from a particular sample sale?
When I bought Manolo Blahnik shoes by accident at a 90% discount. There was no line, so I came to 260 Sample Sales for five minutes to shoot a “day in the life” reel and had no intention of buying anything. I didn’t even check what sale was on, but then I closed my eyes and I found my dream Manolo Blahnik sandals for $100.
Why do you think sample sales are so popular today?
For some people it is just for fun. For some to make TikTok. But for me, it’s better to wait for a sample sale and invest into high-quality pieces, plus save money!
Lastly, what are your best sample sale tips?
Follow my page haha, I share lots of tips there and upcoming sample sales! Follow sample sale stores online and subscribe to their newsletter. Come earlier if you want to be first in line. Always! Make a list of items you need for your wardrobe (that is how you avoid spontaneous and impulsive purchases). Check the price online before buying (sometimes you can find even better price online).
Name: Marina Mulaire, content creator and social media manager
Sample Sale: Reformation
How did you find out about the Reformation sale?
I believe I heard about it on social media! I saw videos of people posting about it from the VIP night.
What made you decide to go and how long did you wait?
Reformation is one of my favorite brands. I've always loved the brand and have been shopping there for years (some of my favorite closet pieces are from Ref). I work for myself and have a flexible schedule so I was able to get up early and go. It was a beautiful day and I was able to work on my phone while I waited! I waited about 2 hours and 45 minutes.
I stayed in line because I got there about 40 minutes before it opened and I was the last one to get a ticket from the 260 Sample Sale staff. The girls around me were friendly and it was easy to chat with people and ask questions. Everyone was super nice.
What was the experience like?
They only let 90 people in at a time for 1-hour windows, which meant everyone had 45 minutes to shop/try things on, and 15 minutes to check out. It wasn't as hectic as I was expecting inside because it was a huge space with racks and racks of clothes. Certain styles had more sizes/colors than others. I saw a big range of sizes in dresses but not a ton of smaller sizes left. The shopping was way easier than I thought and felt like it was spaced out enough with the way they were limiting the amount of people inside at a time. I pulled a few things that I liked and then narrowed it down when time was up and checked out, but felt like I had plenty of time. There were a few mirrors scattered throughout the space which was super helpful. I chose not to try on because there weren't actual dressing rooms, just one big area in the back with a curtain and everyone changing in one spot. It looked like most people were buying at least 3-5 things.
Why do you think sample sales are so popular today?
I think some brands are more popular than others at sample sales. Reformation being one of them.
Lastly, what are your best sample sale tips for anyone who's curious?
Get there as early as possible to minimize waiting time. That being said, even if you get there early you should expect at least a 2-hour wait so only go if it's a brand you really love. The staff also seemed pretty strict about people leaving the line and coming back to get there so make sure you have water and a snack just in case. If you're planning to try on, just know it's one big space and not private.
Name: Zoe Young, graphic artist and content creator
Sample Sale: A.P.C.
How did you find out about the A.P.C. sample sale?
I was actually sent this sample sale by a best friend who knows me WELL. I have been eyeing many A.P.C. pieces for the past two years, but I have never been able to buy something full price. It tends to be out of my price range unless they are having an online sale or I find a steal on TheRealReal or Mercari. I love A.P.C. so once I saw it, I knew I had to go!
What made you decide to go? What was the wait time?
I managed to fit it into my work schedule, and since I hadn't attended an A.P.C. sample sale before, I traveled from Hoboken, NJ, three hours early. I arrived two hours before the event started and found myself about 10th in line.
I tend to have patience with these sorts of things. I was able to pull up a movie on my phone (though I wish I had brought a book instead), and the time went by quickly. There is always a chance to get a product I've wanted for a while at a discount during a sale like this, so I'll give it the chance and wait.
What was the experience like?
We were able to get in a little past 11 AM and I had to check my big bag right away. Everyone rushed to the bags first (which is what I really wanted), but by the time I got there, half of the 'good' ones were gone. I still managed to snag the pouch and wallet I wanted. Next, I hurried over to the sweaters (another priority on my list) and took a moment to survey the room. Most people were focused on jeans and tees. I found the cardigan I was looking for and grabbed it before moving on to blouses. By then, the space had filled up more and it was becoming difficult to maneuver. If I set something down, someone else would grab it. It reached a point where everyone seemed to be eyeing each other, waiting for someone to release an item they needed. Overall, it was a rushed experience (I was out of there within 30 minutes), people's bags were overflowing, and there were plenty of one-off pieces in various sizes.
What makes attending sample sales worth it?
Sample sales are worth attending in my opinion, especially when you've had your eye on something specific or haven't been able to purchase an item from that company yet. Especially if you can grab a friend or coworker to come along with you, they are an experience!
Why do you think sample sales are so popular today?
When I used to go to sample sales in high school, before TikTok was a thing, I tended to see the same type of energy I saw then in the crowds that I see today. TikTok has certainly made them more popular, but I've always thought they were popular events to attend.
Lastly, What are your best sample sale tips for anyone who's curious?
Have patience, and if you are waiting in line for a long time, bring what you need! Snacks, water, sunscreen, a journal, headphones, a book, etc. Know what you want before you get in, if you can. That way you can get in and out if needed. Be safe, being in a crowded area can sometimes be challenging, so always be self-aware. Have cash, just in case. You never know! Also, bring reusable bags for your purchases.
Name: Gabriella Tam, content creator and founder of Szeto Creative
Sample Sale: Jenna Lyons
What made you decide to go and how long did you wait?
I have been a longtime fan of Jenna Lyons since her J.Crew era, and I've always loved her style and the way she elevated J.Crew. She's also such an icon, and I knew she was going to have some incredible pieces at her closet sale. This also felt like a once-in-a- lifetime experience, and I knew it was something I couldn't miss. I got in line at around 5pm and got in at 6:30pm, so I waited for 1.5 hours which is truly not bad!
Still kind of long, what made you stay in line anyway?
It's funny, I typically don't like waiting in lines and rarely do. But in the back of my mind, I knew this was a sale I had to experience since it's so unique and iconic. I actually texted my husband as soon as I got in line that I was gonna give it an hour and see how far it would get me. After an hour, I was at that mark where there were about 20 people ahead of me, and I was already mentally invested. There was also a great energy while waiting in line, you could really feel everyone's excitement and eagerness to see what's inside the sale.
I stayed in line because of the prospect of experiencing Jenna Lyons's closet and seeing all the stories she had behind her pieces (she had her MET Gala dresses and a dress she wore to meet Princess Kate Middleton for example). I also stayed in line knowing that Jenna likely had some incredible vintage pieces at a price you couldn't find elsewhere.
Is it easy to make friends at sample sales?
Yes! Most people who were in line came by themselves, and we were all chatting about how excited we were to see what's inside Jenna Lyons's closet, and the pieces we saw on her Instagram stories that we had our eyes on. I would say it's easy to make friends at sample sales! There was definitely a sense of camaraderie while standing in line together, especially since we all had mutual love for fashion.
What was the experience like?
Once I got inside, the experience was pretty surreal. Just for context, I was probably one of the last batches to go inside since I went in line in the later afternoon. But still, there were some amazing pieces including Bottega Veneta dresses, coats from Marni and Altuzzara, a few button-downs from J. Crew, vintage Celine heels from the Phoebe Philo era, and so much more. The sale was inside a Soho loft and there were probably around 15-20 people at a time. It was a chill experience overall - no one was pushing or being rude. No one was rushing through everyone, and everyone was definitely taking their time going through the racks of clothes and gasping when they would find a piece they loved. Jenna was also inside the space as well, lounging and chatting with people. Since it was Jenna's closet sale, there weren't multiple sizes offered. People definitely bought a lot of things since it was such a good sale with lots of special and unique pieces.
What was your relationship like with Jenna Lyons prior to this? Did you know about her career at J.Crew? How did you discover her essentially?
I've been in love with the fashion world from a young age, and always knew who Jenna Lyons was from her J.Crew era. I remember watching styling videos of hers and learning how to cuff my sleeves the Jenna way. I'm also a big RHONY fan, and when I heard she was going to be in the new cast, I was excited to get a behind the scenes of her world.
Why do you think sample sales are so popular today?
I think it's a mix of the exclusivity of a sample sale along with the heavily discounted price that makes them so popular. With this specific sale, I think it was also the fact that people had the opportunity and access to a fashion icon's closet which is extremely rare. Some people may go to sample sales just to make a viral TikTok out of it, but I think most people go because they're big supporters of the brand/or person who's organizing the sale. Otherwise, I'm not sure if they wouldn't take the time out of their day to stand in line and likely spend at the sale.
Lastly, What are your best sample sale tips for anyone who's curious?
I would definitely be prepared to wait in line for a few hours and wear comfortable shoes, wear sunglasses and/or a hat if the line is under the sun, bring a water bottle and a phone charger! While you're shopping, take your time and try not to rush. There's definitely something for everyone! If you find something that catches your eyes, make sure to inspect it and check for stains, rips, etc. Most of these sample sales have a no return policy. Last but not least, avoid any impulsive purchases! I've been a victim of this for sure, and I would say take your time, try it on, maybe ask one of your fellow shoppers what they think, and if it gives you joy, buy it!
Have a great long weekend!
Shelcy