The science behind a true sale is not hard to understand.

WHILE sitting through a press presentation for Prada Fall/Winter 2011, I thought to myself, is it fall already? Where has the time gone? It’s still summer! Mega sales in Kuala Lumpur, Jakarta, Thailand and Singapore are now on.

I suppose if you have the inclination, time and money, you can always hop on a plane, train or car, and shop your way from KL to our neighbouring countries. And why not? Air travel is more accessible these days, prices are slashed, discounts are everywhere… why not experience the adventure of doing a wholesale shopping spree in all four countries? While you’re at it, you can see and compare how the sales are done, and if you’re getting your money’s worth.

I’m sure most Malaysians, at some point, would have gone to all these countries to shop whether it’s during sales period or not. It’s always interesting to see how buyers from countries in the region differ. Perhaps there’s not much of a difference between Malaysia and Singapore, as these two countries are sometimes under the same buyer, who’s more often than not based in Singapore. But Thailand and Indonesia certainly have different tastes. These countries sometimes carry brands which we don’t have, so it’s a good time to get your favourite brands on discount.

Bargain hunters: A large crowd during a mega sale in town. When it comes to sales, wherever they are, we sometimes get caught up in the frenzy of the mo ment.

When it comes to sales, wherever they are, we sometimes get caught up in the frenzy of the moment. Even if you don’t really need it, want it or even like it, but since it’s so cheap, you absolutely have to buy it! It seems like such a waste when you see a great bargain, right?

People’s competitive and hunting instincts often come to the fore during sales. You’d think these instincts only come out during more crucial do or die situations. Think again. Shopping during sales is considered a form of survival, survival of the fabulous and the fastest, that is.

Think back to the last time you were at a sale. You’re going through the racks, picking up a shoe or bag. Along comes another interested customer or two, and they start going through the same stuff. Or maybe you walk over to a rack where someone is. Haven’t you noticed how something that didn’t look that great immediately start looking more attractive the minute it’s in someone else’s hands? Once, I remember picking up a pair of slippers and looking for the sales assistant to get my size. The moment I put it down, another woman (who had been trailing me), snatched it up. It wasn’t even designer slippers! Who hasn’t had people shoving them aside, grabbing things or being eyed malevolently for taking something someone else wanted?

People always want what other people have. Everything looks instantly desirable when someone else wears it. This doesn’t just apply to things. It applies to people as well. That’s why an attached person is instantly more desirable than someone single. Watch what happens when you’re in a relationship or married!

But I digress. We were talking about shopping, weren’t we? The vulture rule applies either way. It’s amazing how some stores get away with selling products no one would buy had it not been marked down. We know that sales are a way of getting rid of past season’s items, which is great, and old stock, which is not so great.

The difference is, (regardless what technical/retail term they use) that when it comes to past season items, as long as it’s just a couple of seasons old, that’s fine with me. Anything longer than that is considered old stock or stuff they can’t get rid off.

Some stores love doing this. I have no idea why they even order such hideous stuff which no one will buy even at 70% off.

And I don’t understand sales that offer only 10% off. That should only be applied to defective items. I really don’t see why we’re expected to pay full price for a defective, display or last item in stock that looks like it’s been manhandled by everyone. A real sale should start at 30% at least because isn’t 20% what preferred customers get? So when it comes to sales, don’t be fooled into buying things you don’t need. Disposable fashion is already supposed to be affordable, so you’d want to go for seasonal items. Who cares if you’re wearing last season’s collection? Technically, I should be telling everyone they should only wear the latest things. But no, I will leave that to the fashion victims. True women of style do not follow the mainstream.

> Dzireena Mahadzir is annoyed that the Tods bag she wants isn’t on sale.

• SpaceX rocket lifts off for space station trial run (Updated)
• S’gor MB: No water problem if Syabas cuts water loss
• Rais: EC's equal airtime for all political parties proposal to be tabled in Cabinet
• Foray murder: No viable DNA evidence found, court hears
• Proud parents
• Four men charged with kidnapping Dutch boy Nayati
• Opposition reps told to have common sense
• Crocs dream of taming Lions
• Polysilicon plant expected to start operation year-end
• Number of vehicles rise in tandem with road development