Buyer confidence in A/W13 shows as exceptional business is written at Pure London

Pure London, organised by i2i Events Group, closed its doors yesterday following three days of good business as high calibre buyers and retailers attended from across the UK and overseas. Now in its 33^rd season, the show is one of Europe’s leading transactional exhibitions, making it an excellent barometer for how retail is fairing in the current climate. A buoyant, confident mood was reported at the show with positive feedback from both exhibitors and retailers alike.

 

The 'who’s who’ of fashion buying attended Pure London, including many retailers found on this year’s Drapers Inspiring Indies shortlist, and winner ‘The Dressing Room’. Key independent retailers such as Anne Furbank, Attic, Black White Denim, Diffusion, Doodie Stark, Lewis Yates, Love KR, M&Co, Okeefe, Richmond Classics, and AB10 were joined by etailers such as ASOS, Amazon, Figleaves, and BrandAlley. This season saw an increase in department store buyers with the likes of Fenwick, Harrods, Harvey Nichols, House of Fraser, Debenhams, Selfridges and Hoopers, whilst the high street was out in force with names including Author, Berties, Dune, Joy, Mango, Monsoon, New Look, Next, Oasis, Office, Top Shop, Urban Outfitters, and Warehouse all visiting the show.

 

‘It’s been great to see so many new and diverse brands, I thought I was coming to see brands I already stock, but there is such a great atmosphere, buzz and excitement at Pure London, that I picked up a new jewellery brand and niche clothing brand, who I want to keep under wraps.  Pure London is a great platform to discover new and exciting brands, I can see them in their studios but it is great to see them next to each other.’  Enthused Sarah Clare, Owner of What Sarah Did, Hertfordshire.

 

Exhibitors reported plenty of orders being written by quality retailers from all sectors. Fiona Freeman, Production Co-ordinator of womenswear brand Darling, commented; ‘We have had an amazing show; it has been consistently busy across the three days and we have taken lots of good orders. This season has been a lot better for us than the last, we have all really enjoyed being at the show, there is a great atmosphere.’

 

 

 

 

This season over 1,000 brands were presented including directional fashion, footwear and accessories. Underlying the importance of Pure London on the international buying calendar, the show played host to buyers from Europe including France, Germany, Italy, and Spain, and as far afield as Hong Kong, Japan and Australia. Mark Ashton, Managing Director of Little Mistress, commented; ‘The reaction to our new collection has been really strong. We came with a target of signing 60 new accounts for Little Mistress and we achieved 75% of that figure by the end of the first day. New accounts have been opened in new international markets including South Africa, Spain, Cyprus, Belgium and Luxemburg.

 

Pure London focuses on bringing key international retailers and brands to the show and this season presented 320 international labels, a year on year increase of 6%. Amongst these were 63 French brands, 35 Italian brands, 49 Spanish, 12 Portuguese and 18 German.  An international team is now in place headed by International Sales Director, Hans Stoter, with representatives in key markets including France, Germany, Spain, Portugal and Italy.

 

Footwear saw a big increase in interest from buyers as Pure London now presents the strongest and most directional offering of branded footwear in the UK. Brands included Kat Maconie, Melissa, French Connection, Hudson Shoes, J Shoes, Moda In Pelle, and Julian Hakes.

 

The feedback from the floor was overwhelmingly positive. Claire Bank, Managing Director of Moda in Pelle, commented; ‘We have attracted a lot of new buyers both from the UK and internationally, our collection has been received really well. We have had an excellent show and love the expansion and new layout of the Gallery Level, it works perfectly with our brand and our positioning.'

 

While Alex Chupin of K By Karston stated, ‘This is our first time at the show; we love the environment and atmosphere. We have had lots of great interest with quality buyers, we can’t fault Pure London.’

 

Kelly Baker, Assistant Buyer of Dune Group, commented, ‘We come to the show each season and today we are on the lookout for accessories. Pure London is a brilliant resource for us; right on our doorstep and fantastic for new ideas and inspiration.’

 

Buyers and retailers visit Pure London to write orders and source new collections, but are also using the show as a vital live resource for business advice. Over 50 hours of insight from 75 top industry experts was showcased over three stages. Speakers included Julie Deane, Founder of The Cambridge Satchel Company, British designer Zandra Rhodes and CEO of People Tree Safia Minney, Richard Pollin, Head of Business at Google, and James Barnett, Production Coordinator of Selfridges.

 

In particular there was an increased interest in ‘clicks and bricks’ with a hunger for knowledge of online retailing. Draper’s Editor in Chief, Caroline Nodder, chaired a discussion panel about ‘The Future of the independent fashion market’ on Sunday to a full theatre, while David Walter, CEO of Little Black Dress, discussed the importance of staying ahead online to an audience on Monday.

 

Deryane Tadd, Owner of award winning store The Dressing Room, St Albans, commented; ‘We have had appointments with existing brands and have written orders. We always come to Pure London to have a look for new brands and to see what is out in the market. The seminars and content at the show are amazing!  As an indie I can’t always afford to take time out to go to seminars, Pure London offers great business advice and product all under one roof.’

 

Jan Shutt, Owner of Sunday Best in Rossendale, commented; ‘Pure London is a great venue to catch up with some inspirational indies and share notes as networking is such an important part of any business. By listening to others it can give you an indication of what’s hot and what’s not!’

 

Taking the show forward, the Pure London team has seen a restructure to bring additional expertise into a strong retail portfolio, which includes Pure London, The Jewellery Show, Jewellery Show London, Spring Fair and Autumn Fair. New appointments include Louise Young, Managing Director of Retail, Julie Driscoll, Portfolio Director for Fashion and Jewellery, and Katie Nicholls, Brand Manager for Fashion and Jewellery. 

 

Julie Driscoll, Portfolio Director for Fashion and Jewellery, commented; ‘We have had a fantastic show! It is an exciting time for Pure London. We are listening to buyers and exhibitors and held focus groups on-site on what we can do to make this the best show in the market. I look forward to implementing the feedback and taking Pure London forward for seasons to come.’

 

Pure London is set to take over London Olympia once again this August for its Spring/Summer 2014 edition. From the 4^th-6^th August 2013, over 1,000 brands will be welcomed to the show as they debut their latest collections for S/S14.

Pure London: Young Fashion Preview

Pure London: Young Fashion Preview

10th-12th February 2013

London Olympia

Pure London’s Young Fashion section will this season house a selection of over 200 brands from feminine party pieces to edgy fashion-forward streetwear. The very best home grown and international branded fashion labels will showcase their A/W13 collections and short orders for S/S13.

Returning with their latest collection, Glamorous will be adding bold touches to some key trends with a feast of sequins, colour-block denim, sheer panelling, casual luxe and tie-dye. Incorporating pastel tones of blush and grey marl into their key pieces, Glamorous will be presenting a mixture of cut-out, printed and sequin dresses as well as contrast sleeve bomber jackets. Also compiling the unexpected is The Style London, who will be merging eras and drawing inspiration from 1950’s vintage styles and futuristic aesthetics. Whilst utilising new shapes and innovative fabrics, The Style London will be featuring exotic, vibrant colours across their collection. The attention will lie within the detail for their pieces, which will boast everything from digital floral prints, to studs, delicate metallic lacing and modern romantic lines. The Style London will be also showcasing their key pieces on the Young Fashion catwalk.

Returning for a second season will be Mr Gugu & Miss Go, who will be exhibiting a range of exciting catsuits, playsuits and sweaters, each featuring full photographic prints based on the fascinating colours of nebulas. Exploring a slightly surreal theme is Obscure Couture, who will be debuting at Pure London with their S/S13 and A/W13 collections. Themed ‘Fake Believe’, the collection incorporates elements of fairytale rock and glamour with an edge; from rain macs, to leather-trim tutus, glitter slogan tees and metallic biker jackets with pastel hair extension detailing, Obscure Couture proves to live up to its name with their selection of surprising creations. Their A/W13 collection switches from girly to dark and sultry, with fur, leather, mesh and velvet integrated into embellished biker jackets, knits and evening dresses.

Emilyandfin have intertwined classic vintage silhouettes with modern styling for their S/S13 collection by using playful soft lines and feminine detailing such as gathered raglan sleeves, pleated waistlines, intricate buttoning and appliquéd bows. Their collection draws upon patriotic imagery of all things British and will showcase luxurious fabrics with ditsy florals, polka dots, and 1940-50s inspired prints. Also reflecting on iconic silhouettes from the last century is Miss Patina, where soft romantic lines are used across a range of reworked classic styles. The collection includes lace overlay shifts, delicate embroidery, camisole-style tops and bohemian pleated dresses. Miss Patina have opted for a pastel colour scheme to accompany their vintage aesthetics, with dusky pinks and pale blues being incorporated into timeless florals and subtle animal motifs. Hell Bunny are showcasing bright, exotic colours for their retro-inspired S/S13 collection, which will include 1950’s style petticoat dresses, circular skirts and high-waisted shorts and playsuits. Their prints will range from Hawaiian tropical to French Riviera floral, with a subtle 50’s rock edge.

Exhibitors presenting an array of fabulous dresses include the likes of Ruby Rocks, The Pretty Dress Company, and Ruby Prom. Drawing inspiration from around the world, Ruby Rocks have created the prints, textures and colours for their collection based upon tropical rainforests, tribal prints, woodland magic and English country gardens. Likewise, The Pretty Dress Company have chosen striking colour schemes and daring prints for their collection, which will include a variety of high-neck dresses, strapless styles, full skirts and floor-length gowns. As an added touch, the dresses will feature sequin embellishments, oversized bows, peplums, lace cut outs, and retro animal prints. Ruby Prom will present a metallic-based collection, perfect for girls looking to make a statement at their prom with either a thigh-high split or dipped hem dress. For a vintage twist, Ruby Prom will be working lace into their pieces to create a high-end couture look.

Returning to the show Little Mistress goes prim and proper for their initial 2013 injection; the 1960’s are in focus for their first offering of the season with a hint of the 1950’s silhouette. Added texture and detail through feminine appliqué, cutwork, embellishment and monochrome stripe sequin to rework old classics. The 1950’s is reflected through the fit and flare with the bold, statement colours. Oversized embroidery and crochets are key to detailing seen in scalloped edge panels and used throughout designs.

Mark Ashton, Managing Director of Little Mistress commented "Little Mistress exhibit at Pure London twice a year as we believe it is the only show that caters for a younger audience. Pure London is vital for Little Mistress, it’s our perfect opportunity to expose the brand and offer the buyer a chance to soak up what we are all about!" Also showcasing in the Young Fashion section in February will be Forever Unique, Danity, Iron Fist, Maggie + Me, Numph, Traffic People and Sugarhill Boutique, amongst many others.