Largest Pure London

Even though the climate of caution is taking over the high street, it failed to take over fashion exhibition Pure London last week. Over 800 brands showcased their SS09 collections and exhibitors reported a confident mood among buyers and experienced strong orders from both existing and new customers. This season was the largest Pure London to date. The show attracted a high calibre of buyers, with an increase of visitor figures by 2% on August last year despite reports of a retail downturn. UK and Irish buyers included store groups Beales, Bentalls, Debenhams, Fenwick, Fortnum & Mason, Harrods, Harvey Nichols, Hoopers, John Lewis and leading independent retailers such as Cruise, Drome and Sunday Best. Overseas visitors remained consistent with attendance from Europe including Ireland, Spain, Germany, Italy, France, Netherlands, Belgium, Turkey as well as the USA and Japan.

Pure London offers buyers an unrivalled and diverse product mix from innovative and high-end designers through to commercial, fast fashion and street couture. This season saw 220 new brands, with 80 choosing to launch their collection at the show. Ian Stuart who launched his evening remarked: ‘Ian Stuart Eveningwear was launched at Pure London and exceeded all our expectations opening 21 new accounts, all of which were excellent independent retailers. As a first time exhibitor I can not praise the Pure team enough, we were made to feel so welcome and were given tremendous support’

The Accessories and Footwear section increased by 28% in floor space with new arrivals, and received positive responses by both buyers and exhibitors. The catwalk show in the Spirit section provided a visual aid for visitors with an exclusive scene from Hudson Jeans showcasing their menswear collection on the Sunday catwalk. Lips, Yumi, Unique Boutique, Gumbies, Desguial and Motel also brought striking designs to the Spirit catwalk.

In February Pure Spirit, the will continue to grow to house more brands. It will be edited to create an area dedicated to brands bringing both their men’s and women’s collections. February will also see the launch of two additional sections Pure Premium and Ethical Pure. The dates for next season’s Pure London are 8-10 February 2009 at Olympia London.

Image: Fortnum & Mason

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