PURE PREVIEW
Q&A Pure London Cheryl T
T
aylor talks to Judith Mellor
Why should footwear retailers come to Pure London? Pure London’s A/W 12 edition returns with a dedicated footwear hall, offering big names, niche labels and returning favourites across ‘Design-Led’ and ‘Trend-Led’ sections. Brands confirmed so far include: Arche, Audley, Love from Australia, Paco Herrera, Beyond Skin, Melissa, Bronx and French Sole. Along with an eclectic mix of brands, the content programme returns with up-to-the-minute advice from how best to dress your windows, to setting-up an e-tailing business. Drapers and world trend forecaster, WGSN, reveal what’s hot for A/W 12, and stylist and TV presenter, Antonia O’Brien, cover the top trends in footwear.
ell us about the history of the Pure London Show – how long has it been running and how has it evolved? Pure London was launched back in 1997, and was billed as ‘one unmissable 3-day experience’. Now in its 15th year, the show is an essential event in the buying calendar attracting visitors from over 70 countries worldwide. Each season Pure London showcases more than 1,000 brands, offers the hottest trends on the catwalks, introduces inspirational content from industry experts, and is home to live performances and networking drinks receptions.
How do you work out the footfall of your shows? Our footfall is accurately captured by our registration company, the SO Group.
Do you work only with the T rade Press, or with National Media?
Yes, we advertise in a number of trade magazines including Attire Accessories, WWB, Boutique Magazine and Drapers. We also promote the event, brands and content to National Media where appropriate.
Are there any personalities/ associations invited to Pure London to
attract publicity for the show and the footwear trade? In August, we worked with the British Footwear Association to launch the ‘Designer Collective’, a showcase of some of the most awe-inspiring emerging designers in the industry. We also worked with Graduate Fashion Week, the Ethical Justice Foundation, the Ethical Fashion Forum and charity, Fashion Textile Children’s Trust. Pure London is always on the look-out, and strives to support new talent.
Who advises Pure London on its T rend F orecasts?
Pure London works with global trend forecaster, WGSN, and Drapers Magazine, to provide cutting-edge trend content for its seminars. For more information on the content programme for February 2012, visit
www.purelondon.com
20 • FOOTWEAR TODAY • JANUARY 2012
, Senior Marketing Manager
, Emap. Footwear and Accessories: Preview
Stepping Ahead with Pure London 12-14 February 2012 London Olympia February 2012 will see a dazzling array of talent from UK and
international desig ers showcased in the dedicated Footwear and Accessory Halls at Pure London. Once again all under one roof at Olympia, a visit to Pure London will
provide retailers with a more effective and enjoyable buying experience. For A/W12 buying over 200 top accessory and footwear brands will come together on the Upper Level to present their latest collections. The Footwear and Accessory halls are divided into four key sections–
Accessories, Premium Accessories, Design-Led Footwear and Trend-Led Footwear - each giving visitors areas of focus where they can easily find like- minded brands. Premium Accessories located on the gallery level complements the Premium womenswear clothing brands in the Pillar Hall. Premium Accessories located on the gallery level, welcomes back
exhibitors including Matt & Nat with their ethical accessory range, award- winning milliner Vivien Sheriff, Jocasi, Sam Ubhi, Tatty Devine, Lowie and high end handbag designer Ally Capellino. Zandra Rhodes will return with her original pieces for Adele Marie, exclusively unveiling 50 new looks. The Queen of Fashion will also be hosting an afternoon tea and will give an exclusive interview live on stage on the Monday of the show.
www.purelondon.com
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