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How You Can Be a Better Shopper in 2015

By Serena Solomon | January 5, 2015 8:39pm
 Stylist David Zyla talks through some of the points in his new book "How to Win at Shopping."
How You Can Be a Better Shopper in 2015
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NEW YORK CITY — After the spending extravaganza of the holidays come those New Year's resolutions to be more fiscally responsible and to get good value for every dollar spent. If you’re in need of reforming your shopping behaviors, you will probably find inspiration somewhere in the 297 points that make up “How to Win at Shopping,” the new book by New York-based stylist David Zyla:

#103 “Never be afraid to try something on.”

#81 “Stitching that bunches up or puckers is always a sign of poor quality, and is not worth your money.”

#71 “Never feel guilty about coming up empty handed from a shopping trip.”

#231 “Never buy something just because it’s discounted.”

“How to Win at Shopping,” co-authored by fashion writer Eila Mell, is designed to be a shopping companion that helps readers outsmart the psychology of retail, shop for a job interview and figure out what a tailor can and can't alter on a new or vintage purchase. The book is set to be published on Jan. 27.

Here is a condensed interview with the book’s author David Zyla:

What is the most common mistake a person makes while shopping?

A lot of times we get caught up in the fantastic theater of retail. We get caught up in “Oh, that looks beautiful on a mannequin” and “Isn’t that a gorgeous color combination.” We kind of trip ourselves up when we forget at the end of the day clothing is to be worn on our bodies to illuminate us, to make us look and feel fantastic. It’s good to look at what is in our closet right now: what do we wear more than anything else and what is it that, if it is at the cleaners and you cannot wear it that day, you get a little upset. Those items are really to be studied and used to create a shopping plan. Do you love button-front shirts? Well, repeat that idea. Maybe it’s an updated button front shirt or a button front shirt translated into a shirtdress.

Another thing is we are going to see a lot of fall and winter merchandise drastically reduced and just saying something is a good buy isn’t going to serve you. Your wardrobe needs to be a working wardrobe. You are not creating a clothing museum of beautiful things hanging on hangers. It doesn’t matter how lovely they are, if you are not going to wear them then they are not part of a working wardrobe.

What is a simple New Year’s shopping resolution to adopt?

I would say buy something in a color and not a neutral because nothing makes a bigger impact then when we wear color. When we are walking down the street in the middle of February in most areas and it’s ridiculously cold out, the woman in the bubble gum pink coat and the man in the teal trench — they pop. It makes it fun to wear cold weather clothing. For the New Year, why not embrace color and be noticed more?

What makes some people better shoppers than others?

It’s the people who stay focused on what they are looking for. I know that sounds simple, but it really is that simple. There is focused shopping and there is recreational shopping, which is a little more casual — let’s go and see what the store has this season. I think the most successful shoppers always keep in mind that they are looking for an item to suit them and they are staying focused.

How could someone become more daring in their shopping?

If you say “I know that lemon yellow looks great on me and I typically wear these six silhouettes: a scoop neck dress, short capped sleeve T-shirt and so on,” what I would say is try taking that familiar color and try it in a silhouette you have never tried before. On the other end, try taking a shape you are very familiar with and try it in a new color or fabrication. If you have always worn a pencil shirt in wool that hits you just above the knee and you know that is your great place, try that same skirt in leather or suede. Take something that is familiar and try a twist to it.

A lot of old fashion rules like wearing navy and black together are being broken. What are other rules that are ripe to be broken?

The unexpected is exciting. One of the things that comes up time and time again with the clients I work with is the idea that “Oh, I can wear those colors year round?” when they are pointing to a pastel pink or a pale periwinkle. My response is “Yes.” Just because it’s autumn doesn’t mean that you have to wear rust and brown. If those colors don’t look good on you don’t wear it. From a color perspective, the idea of a winter white coat walking down the street is absolutely stunning. So I think that color wise, that is a rule that had been thrown out.