Real deal or fake markdown? Six ways to tell.

A sale tag is designed to make you act fast. Most of the time the discount is real, but not always. Before you buy, take thirty seconds to run through these checks.

1. Ask what the “was” price really was

The crossed-out price is only meaningful if the item actually sold at that price for a while. If a jacket has been “on sale” for months, the sale price is effectively its real price. On Ciao Couture, each piece shows when it was first reduced and the lowest price we’ve seen, so you can tell a fresh markdown from a permanent one.

2. Check the size run

A deep discount on a piece that’s left only in XXS and XL isn’t much of a deal if you’re a medium. Turn on “In my size” and you’ll only see pieces you can actually buy.

3. Compare across stores

The same item can sit at different prices at the brand’s own site and at department stores. A quick search of the exact product name often turns up a better price, or the same price with free returns.

4. Read the return policy

Many brands mark deeper discounts as “final sale.” That’s fine for something you know fits, like your usual jean in your usual size, and risky for a new brand or cut. Factor it in before you check out.

5. Look for an extra code

Brands often stack an extra percentage on top of sale prices during holidays or end-of-season events. If you’re not in a hurry, waiting for one of those weekends can take a good deal to a great one.

6. Use the cost-per-wear test

A $90 cashmere sweater you wear forty times beats a $30 one you wear twice. The best sale buys are the pieces you would have bought at full price anyway, now for less.

The short version

Real deals are recent, in your size, priced fairly against other stores, and something you’ll actually wear. That’s exactly what we filter for on Ciao Couture.