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Look What’s in Store Now : Retail: Across the Southland, there are bargains galore as summer sales reach their peak. It’s the right time to purchase designer clothing at discounts of up to 50%.

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<i> Goodwin, a free-lance writer, regularly contributes to the Times View section</i>

It’s that time of year when the sport of choice for many people involves more endurance than a game of doubles and more strategy too.

The summer sales are on in full force in top stores around Beverly Hills and Los Angeles, and that means planning a course of action as well as trading information between friends. Such as, “Get over to Amen Wardy Beverly Hills fast . They’re sending Judith Leiber bags up from his Newport store, at half-price.”

Or, “Don’t rush to Neiman Marcus Beverly Hills. The sale is already over.” Also true, except for the discontinued children’s wear. But discounted merchandise will reappear storewide on July 18 for the famous “last call” markdown.

Elsewhere, there are still opportunities to find clothes at reduced prices by top European and American designers like Romeo Gigli, Rifak Ozbek, Donna Karan and Christian Lacroix. There was just one Lacroix left at I. Magnin’s Wilshire as of last weekend. It’s a Size 8, aqua-and-black-cotton houndstooth check suit with three navy grosgrain bows. Originally $1,520, it’s now $912.

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The Giorgio Armani boutique on Rodeo Drive has plenty of blazers, silk blouses, trousers and skirts in luscious shades of mango, pumpkin and violet, all at 30% off. A classic sleeveless black silk cocktail dress is selling for $1,100--half its original price.

At the Chanel boutique on Rodeo, it’s also possible to store up on classics. There are markdowns of up to 50% on leather gloves, hair bands, shoes and those ubiquitous fake pearl earrings (one multi-pearl style is reduced from $285 to $142.50). A short-sleeve black linen double-breasted suit with short straight skirt is reduced from $1,530 to $1,071, while a fitted black linen coat dress (from $1,510 to $1,057) is a classic.

For the fall, Chanel’s made-in-Scotland cashmere cardigans and turtleneck sweaters from last fall are marked 50% off. A cherry red pullover with one gold button is reduced from $760 to $380.

If you’re looking for clothes to wear now, the Claude Montana boutique on Rodeo has linen shorts suits with scarf-tie-back blazers in taupe and persimmon, from $2,175 to $1,087. Gallay on Sunset Plaza is offering Norma Kamali’s cotton-Lycra mini-dresses in bright red or khaki for half of $148. Likewise, Gallay’s new Liza Bruce nylon-Lycra pieces--miniskirts, shorts, crop tops--are half of $113. Top them all off with Gallay’s Patricia Underwood big straw hats rimmed with grosgrain ribbon for $50.

The Azzedine Alaia shop on Rodeo Drive has halter dresses in white or taupe at half the original price of $576, and white body sweaters with miniskirts for half of $855. A black wool gabardine coatdress might look uninspired on the hanger, but it sizzles when you try it on. The price is half off $1,160.

For summer evenings, Madeleine Gallay on Sunset Plaza is offering Manolo Blahnik black faille sandals originally marked from $385 to $400, now $269.50 to $280. There are a few Rifak Ozbek dresses, including an ankle-length black rayon bra dress, reduced from $699 to $489, and a long silk embroidered pistachio green dress, from $1,326 to $928.

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Designs that can be worn practically year-round are also lining sale racks now. Ecru on Melrose has Sybilla green and pumpkin linen boleros (reduced from $335 to $238) and matching rayon pants (from $310 to $224). Sybilla’s flaired silk evening gowns in black and chartreuse cut from $2,495 to $1,746.

Romeo Gigli riding jackets and slim trousers that never seem to go on sale are now hanging on sale racks at Gallay and at Shauna Stein. From Donna Karan, the best buys are taupe suede dresses (originally from $800 to $950, now $479.90 to $569.90), and suede blazers (from $1,030 to $629), all at Saks in Beverly Hills.

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