40 FOOT MAR10 pure:Footwear_Jan10_p30 04/03/2010 11:50 Page 40
Review - Pure London
Record numbers at Pure London
P
ure London closed its doors on February 16 with record
breaking numbers all round. Visitor numbers were up by 23%
year on year (compared to February 2009), with the busiest
Sunday ever recorded in the history of the show. In addition,
exhibitors confirmed that they were seeing quality buyers who were
writing strong orders. There was a buoyant mood across the show
and a confident start to 2010.
As the largest show to date, Pure London, had over 951 brands
exhibiting across the show; womenswear, young fashion, footwear "We saw existing stockists repeating with
and accessories, with 300 brands new to Pure. Luxury designer
label ck Calvin Klein exhibited for the first time alongside, top
us and our brand awareness increasing,
designer favorites Mina, Ian Stuart London, Lauren Vidal, Isabel de
two new retailers came to buy as a result of
Pedro, Nougat, Claire dk, Esprit and Betty Jackson Two.
A high level of UK buyers attended including Fenwick, Harrods,
advertising in Footwear Today." Nicola
Selfridges, House of Fraser, John Lewis, Debenhams, Urban
Outfitters, Williams and Griffin, El Corte Ingles and Hoopers; as well
Newberry, Siena Xzane
as key independent retailers such as American Pie, Choice, Sarah
Coggles, Cult Clothing, Richmond Classics, Sunday Best and
the press. We saw existing stockists repeating with us and our
Austique. Online stores included Oli, ASOS, Amazon, Figleaves and
brand awareness increasing, two new retailers came to buy as a
Play.com.
result of advertising in Footwear Today.
The show also attracted a record number of international buyers
The Pure show again proved to be a success for the Vanilla Moon
with 15% of total visitors coming from overseas, including buyers
and Olga Berg Brands. Footwear agent Chris Dagless told Footwear
from Japan, Russia, China, Spain, Scandinavia, France, Germany,
Today:”It is now very evident that the Pure buyer is looking for
Greece, US, Ukraine and Italy.
good value quality products and an after service to follow. With this
Helping buyers plan ahead for the season, the Pure Catwalk
recipe we are finding new customers and existing are very open to
showcased dedicated scenes from Lauren Vidal, Mais il est ou le
buy at Pure.”
soeil? Supertrash, Pomodoro and Very. Whilst the new style catwalk
Andy Knowles, CEO Europe, Emu Australia, commented: “As a
show in the Spirit section provided an upbeat visual aid for visitors
premium Australian sheepskin brand that is growing rapidly around
with scenes from Glamorous, Fairground, Iska, Yumi, Forever Unique,
the world it is important that Emu Australia is well represented at
Motel and Bench plus a dedicated scene to the Label brands.
international fashion shows. We were very pleased with both the
The launch of Label, the new UK buying event for young branded
number and quality of retailers visiting our stand at Pure this
fashion, was a huge success. With 51 brands on show including
season.
Bench, seventyseven, Vacant, Ringspun, Dunlop, Fly London and
“Several new premium UK retailers opened accounts with us and
Paul Frank, the show created a new buzz, with daily networking
business written at the show was significantly up on last year”
drinks at the Christian Audigier bar. Plans to expand and develop the
While, Steve Rice, Sales Manager Silentnight Footwear said: “We
show for August are well on the way. Together with the established
are delighted with the huge success we are having with our new
Spirit section at Pure London, the show brought the largest offering
brand Alegria. This was our first time at Pure and we gained a lot of
of young branded fashion in the UK.
credible new customers who not only visited our stand but placed
The Accessories section increased with an impressive new section
good business with us. The most interesting part was the type of
dedicated to young fashion accessory brands, Funky & Fresh. Disney
new accounts we have seen which compliment where we want to be
Couture Jewellery who exhibited for the first time commented “We
as a brand. Orders were coming from clothing stores who only
have connected with a lot of buyers who we wouldn’t normally see.
wanted a couple of brands to service their discerning clientele and
We have made some brilliant new contacts and business. The show
also from boutiques looking for someone new who were yet to
has been really good.”
break into the market but were capable of becoming a big brand.”
Zandra Rhodes, who launched her new handbag collection at the
“The traditional shoe independents also gave Alegria a big
show, hosted a Q&A for buyers and retailers and appeared on the
thumbs up as we were offering both comfort and trendy fashion
main catwalk.
which is in short supply from brands currently.”
Pure London’s footwear section was split into three new areas;
Adam Ford, UK Operations Manager J Shoes, added: “We always
New to Pure, Design Led and Trend Led. With the largest offering of
enjoy good results from PURE and the latest show didn’t disappoint.
footwear, brands included Bourne, Soloro, Fly London, Ewe, French
It was a Great Show for us, with plenty of new and existing accounts
Sole, Melissa, Moda in Pelle and Rockport. Helen, designer from Park
all making positive comments and commitments. The response to
Lane commented “I am really happy with the amount of buyers
our Autumn/Winter 2010 collection has been staggering and the
visiting the show. The sales have been beyond our expectations.”
order book is well advanced on this time last year. “
The owner of The Shoe Gallery in Prestwick, Scotland commented
Steve Newbold, Managing Director, Pure London and Label
“The show is better than ever before and I have been coming for 10
commented “Pure London has given a very encouraging start to
years. The footwear and accessory section has vastly improved.
2010. Pure London has had record numbers from both exhibitors
Pure London is very important to us as we always buy and source
and visitors to the show, with a real energy and positive
our shoes, handbags and accessories from here.”
atmosphere across all sections of the show. We have reached a
Nicola Newberry, PR & Marketing Siena Xzane, said: "Siena Xzane
point where the critical mass of exciting brands has made Pure
showed for the second season at Pure. We wrote consistant orders
London an essential date in the buying calendar for both
and found our evening wear collection was really well received by
department stores and independents, UK and overseas.”
40
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FOOTWEAR TODAY
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MARCH 2010 www.footweartoday.co.uk
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