Myths of outlet mall shopping: Are the bargains really worth the drive?

Can it be long before discounted major labels such as Michael Kors, Coach, Lacoste and Polo by Ralph Lauren are conveniently located all across Canada?

Before you get your knickers in a knot with excitement about prices 30-40 per cent below retail, let's examine some of the myths and truths about outlet shopping.

Myth #1 — The low prices make it worth the drive.

Truth: Outlet malls are typically located in outlying suburbs or remote locations. This keeps rent low, while appeasing high-end stores by not undercutting their prices for the same brands right across the street. With the currently astronomical (and rising!) price of gas, a wise fashionista considers the fact that the price of getting to the outlet mall could seriously undermine any value she might gain from cheaper handbags or t-shirts.

Myth #2 — Designer outlet stores sell 'leftover' merchandise that the brand could not sell to department stores and high-end boutiques before the end of the season.

Truth: Many designers today simply produce separate lines of lower cost and lower quality merchandise that go straight to outlet stores. Often the labels will look a little different than if you were to buy the brand in a fancy boutique.

Myth #3 — High-end department stores transfer their unsold designer goods to their outlet stores in order to make room for new stock.

Truth: It's a common belief that when Neiman Marcus and Saks Fifth Avenue can't sell all their stock, it gets moved to their outlet stores. While some merchandise might get passed down, typically luxury department stores buy lower-cost, lower-quality merchandise from their suppliers specifically to fill their outlet stores.

Myth #4 — You would have bought it anyway and probably paid more.

Truth: This one is between you and your conscience. Having devoted half your day and all that gas money on the trip to the outlet mall, did you not feel just a wee bit more compelled to buy something in order to justify your trip? Hey, if you really, really need those leopard-print Tommy Hilfiger towels for the guest bathroom, we're not here to judge.

Myth #5 — The "Original Price".

Truth: What? Price tags can lie? Sadly, it's true, sister. The only way to know the full retail price you'd pay for a Ralph Lauren cashmere coat is to go online, or visit a Ralph Lauren boutique and find the exact same coat and check out its non-sale price. As per Myth #2 however, you might have a hard time finding the exact same coat outside of the outlet. Prices at outlets are marked-up just as they are at any other store. This is how they can afford to provide further discounts through coupons and sales. The lower-than-usual "Our Price" is based on the outlet's lower-than-usual cost, but it's still significantly marked-up. (They're in it to profit, too.)

Take it or leave it?

We don't mean to burst your shopping bubble, sugar. There is nothing wrong and everything right about wearing designer jeans that make you feel fabulous without paying high-street designer prices. And when it comes to getting your kids the name-brand sneakers they "have to have" and will grow out of in six months, we say go for whatever cost-savings you can grab.

Just make sure you are buying the quality you expect, and recognize that sometimes a bargain price really is too good to be true.