Hot Fashions, Cool Prices

Sept. 23, 2006 — -- Prada, Hermes, Dolce and Gabbana -- they're the labels women dream of.

Many budget-conscious shoppers assume there's no way they can afford them, but they're wrong.

At sample sales -- everyone can buy designer duds at a fraction of their original price.

"A lot of people who can't afford this designer merchandise come to these sales because they can buy the brands they desire without the price tag," said Roseanna Morrison, fashion director of the Donneger Group.

Sample sales were once exclusive events restricted to an invitation-only fashion A-list. Clothes sold fit only sample-sized women -- sizes two, four and six. But recently, more and more elite designers have seen the profit potential in going mainstream.

"In the past it was just overstocks and things people made too many of and it was very inexpensive, maybe $10 or $15 dollars and cash only," said Morrison. "But today, sample sales are better merchandise. … People have to pay with a charge card and it's good merchandise, things people really desire."

That "desire" extends not only to sample sales that are in brick-and-mortar stores, but also to ones online.

Billion Dollar Babes, BDB for short, is known as the sample-sale road show. It sells couture collections from over 60 hot designers and holds sample sales in nine different cities around the world -- San Francisco, Los Angeles, Dallas, Chicago, New York, London and Dublin.

BDB treats customers to complimentary makeup applications, hair styling, skin treatments, even wine and beer -- all to make the shopping experience a real party.

Billion Dollar Babe loyalists Alison Reid and Laura Leventer are self proclaimed "sample sale addicts," each hungry for a deal.

"Most of my closet is probably from sample sales," said Reid.

Reid and Leventer say they rarely pay retail. Between them, they "sample" at least 200 sales a year.