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Carmen Lomana has never been on sales. "Crowds? Is it still happening?" He asks. On January 7, he does not go to any clothing store. In fact, he answers by phone while he waits his turn at Antena 3. "Shopping is a pleasure. I don't buy because I don't need anything.
If there is any piece that I like, then I'm going.
But both to Dior and to the limited editions of Zara. they like to mix Zara with haute couture. "
There are no sale signs on the city's Golden Mile.
It is a secret.
The discounts are loyalty injections administered by the Monte Rushmore brands of Serrano and Ortega y Gasset to some clients.
"It is not going on sale", clarifies Lomana.
"The last time I bought at a discount it was a Miumiu coat. It was reduced by 40%. They warned me and it compensated me."
The noon line at Chanel's door is not for a discount.
Three clients, an American couple and a woman from Puerto Rico, wait for the guy in charge of security to let them pass.
"It's because of the covid," says Ana.
Aziz is behind.
"We are in Madrid
for business and shopping," he
replies in English.
He does not know if there are sales or not, if in Spain it is a special day to go shopping.
"No idea. We want to go in and we'll see. The only idea we have is to buy a bag at Hermès.
Chanel caught us on the way."
A family from Murcia leaves the store as if taking air after apnea.
"Sales? If every day is more expensive," jokes Pepa, the mother.
"We love Madrid. We are fans of Madrid. We enjoy its streets, gastronomy, fashion" but they leave the boutique
empty-handed
.
Carmen Lomana tries to explain it: "They only buy Asians and Latin Americans.
They come to Madrid a lot to buy. Although they only take accessories
. It is normal to see them leaving these stores with four pairs of shoes or bags."
-Why don't they buy clothes?
-I suppose it doesn't look good on them.
There are no more young people who do what she did.
"I bought the first brand with the money my grandparents gave me for a trip. I was 20 years old. I spent it on Yves Saint Laurent.
No 20-year-old can afford a branded blazer if her mother doesn't pay for it
. "
What discounts?
At Loewe, a boy dressed in the brand's clothes opens the door. The style is reminiscent, in a premium version, of the Adolfo Domínguez outfits that Luis Merlo wore in
Aqui Hay No Viva
. Two or three ephebos offer matcha tea and cookies.
"We have very little stock left
," says Gregorio, the store manager. It is French. He has lived in Madrid for two years.
"The new collections are sold out.
When something remains unsold, we make a discount for, more or less, 20 clients."
It is a private sale or, as Gregorio calls it, "
one to one"
. They offer a close treatment, "
vip"
, and the claim occurs through a message, a call or an email. "For example, we call a customer who we know was interested in a T-shirt but perhaps it seemed expensive or he did not want to take it.
We advise that it is at 50%. Maybe he no longer wants it because it is out of style. Or the other way around, he comes, takes it away and finally has it
. " An Asian man follows a female employee to the elevator. Normally nobody asks if there are sales. "Today two or three people have passed," he resists calling them curious,
"interested in discounts. It is not the usual."
Calle Serrano, on January 7, the day the sales beginAngel Navarrete
One of the Dior clerks, with a strong Eastern European accent, prefers that his name not appear.
You are ordering bags.
"We have a 40% discount on four, five, sometimes ten products
. "
In the case of Dior, the customer can also buy them if he asks in the store.
In Luis Vuitton there is a queue to pay.
Dora makes business at another counter.
She is accompanied by
Turco
, a two-month-old dog, according to her, Galician.
"I look like the typical Luis Vuitton client, right? I don't know how to handle the dog, I live in Alcalá de Henares, I'm a dentist and I've come to the store to change the bag that we gave my daughter for her 18th birthday."
The
Luisvi
was claimed by the teenager.
"Things are not there to indulge in these whims at his age. He has to understand it. In the end I bought it from Grandma."
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