PURE REVIEW
Pure London Breaks all Records P
ure London closed its doors last night with a record breaking 24% increase in visitor numbers, compared to August 2009. International visitor numbers were up by 27% with more buyers from Europe and as far afield as Canada, USA, Japan, Lebanon and Russia. ‘We have been incredibly busy and we’ve written a lot of orders, we
always see international buyers and this season a store in Japan has just bought the collection for ten of its stores, it was a huge order.’ Commented Desmond Wong from Almost Famous. In addition to the largest ever Spring/Summer season in Pure’s history,
there has been a significant increase in buyers spending longer at the show, with revisits over a second and third day up by 37 per cent. Anne Furbank owner of Anne Furbank, Cambridge commented ‘I have been visiting Pure for several years and know the show inside out. I sent down my key buyers yesterday to source new brands and scope out the show as it has expanded so much in recent years it takes more than one day to look around. There is a great atmosphere here and I come to buy accessories as well as womenswear. ‘ Pure London offered the most inspirational line up of content to date, including insights from leading fashion gurus from the world of TV, online, high street and independent retailing. WGSN, Drapers, Kurt Salmon and London College of Fashion ran essential seminars on topics such as buying advice, future trends, localisation and visual merchandising. Jessica Brown and Laura Weir from Drapers, GMTV’s Mark Heyes, ASOS’s Jo Hunt, Cosmopolitan’s Fashion Director, Shelly Vella , Khabi Mirza for Pure London and Manchester Fashion Network’s Dale Hicks, all offered top advice across the two stages. ‘The influx of British design alongside international brands has presented
an exciting and contemporary offer, blending the unique and individual from around the globe. In the 13 year history of Pure London this August show has delivered the most buyers and exhibitors. The launch of Pure Premium was a huge success, and the Young Fashion Hall was bursting at the seams, both are expected to see growth for February 2011. Buyers were delighted with the Graduate Fashion Week catwalks and we are especially pleased to have attracted 24% more buyers than last year’. ‘Samantha Bleasby, Event Director. The phrase ‘Location, Location, Location’ is extremely important in the
retail industry and the team behind the Sanita clog brand in the UK, North & South Footwear Ltd, are reaping the benefits of having a fabulous new location for their stand at the recent Pure trade show at Olympia. Positioned
34 • FOOTWEAR TODAY • SEPTEMBER 2010
on the main thoroughfare on the upper level, leading visitors to the trend led footwear section, the Sanita stand was a continuous hive of activity on each of the three show days. An increased number of orders were taken compared with the previous
season, from a wide variety of customers – new and current. The feedback on the new S/S2011 collection was very favourable with key products in great demand. Kevin Buck of North and South Footwear Ltd., told Footwear Today:
“Our new location has proved successful with an increase in visitors. We’ve had a positive welcome return to Pure with a constant flow of both existing and brand new customers who have had really positive comments about the SS11 collection”. Paul Tobin, Kevin’s business partner, added “It speaks volumes about Pure
when you are still writing orders from 9.30am on the third day of the show. Pure has been really beneficial to us this season and we to hope to build on this next season.” Andrew Collet, Sales Agent at Mode in Pelle also had a successful show.
He told Footwear Today: ‘We have been absolutely manic even on the last day which was unusual. It has been a fantastic show and we have seen both new and existing clients. We have taken lots of orders and see some overseas buyers. We will defiantly be back again.’ Footwear agent Nick West commented: "We were pleased with the
reaction to our Dutch brand Loints at Pure - especially as the Loints brand is so different to anything in the market place at the moment. The customer base varied from those we normally see at Moda - the buyers being far more fashion-orientated and edgy." While, footwear agent, Chris Dagless told us: It was good to feel the
positive mood within the Fashion Industry and the Pure Show. For us, the show was extremely successful, we were delighted to open a large number of new accounts on both Vanilla Moon Shoes and Olga Berg Handbags. It was very apparent that the subtle pastel colours in the Vanilla Moon Collection were well received and commented on as many other brands had not used colour.” Newcomer to Pure London Victoria Taylor, Director of Johnny Loves Rosie
said: ‘ This is our first time at the show and it has been very good. We can’t complain with the amount of orders we have taken, it’s a great trade show! ’
Next show 13-15 February 2011. All attendance figures for Pure London are independently ABC audited (Audit Bureau of Circulation)
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