So far, so on trend, but where’s the catch? Well to start with, you have to add postage and packing to the price, so with either £2.95 standard or £5.99 for next day delivery, you’re actually looking at more like £4 minimum. That aside, are there any other catches? I bet it’s poor quality, I hear you cry. Well, since OMGFashion already sells knee-length pencil dresses for a tenner I don’t think the 99p dress will be much below par in terms of workmanship. I suspect they’re using it as a loss leader, the way supermarkets do with milk or the latest novel that pre-teens are going nuts about. They sell certain products at below cost price in order to get customers through the door – unsuspecting shoppers who will then get stung by those oh-so-tempting magazines and bags of Haribo that are placed in the dedicated Impulse Buy sections by the checkouts. With the 99p dress, OMGFashion are hoping you’ll stop by the website and won’t be able to resist the allure of the £20 Hollie hourglass dress or, better still, the £99 Katrina bandage dress. I also think they want to drum up some press coverage – and whaddya know, here I am writing about it.
But the question remains, would anyone want to buy a 99p dress? Finding a major bargain in the end of season sale is one thing, because you know it’s worth a lot more. When complimented on an outfit, who hasn’t boasted about the pittance they paid for it, and how much it should really have cost? There’s definitely something satisfying about getting something cheaply in the sales, but is a 99p dress something to be proud of? I’m sure there are a whole lot of people out there for whom a dress costing less than a pound would be something to deride. But in these days of douple-dip recessions and the make do and mend spirit, maybe the sub-£1 dress will be welcomed by those wanting to add another weapon to their party season arsenal. I dread to think what ethical fashion fans will have to say about it – a dress designed to encourage the ‘use once and disgard’ philosophy is about as far from eco-conscious as it’s possible to get.
The 99p dress is on sale now at OMGFashion.co.uk. Will you be getting one? Let me know by leaving a comment below.