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PURE LONDON REVIEW


On 26 July, biannual fashion trade show Pure London closed the doors on its Spring/Summer 17 exhibition. Footwear Today reports… P


ure London provides a platform for UK buyers to meet with premium, fashion forward brands and designers from around the world.


Held at the London Olympia from 24-26 June, Pure London’s S/S 2017 show had a theme of ‘a life less ordinary’, and both exhibitors and retailers have commented on the quality of the collections and on the show’s energetic atmosphere. With 26 seminars held across the 3 days and the Latin- American theme, Pure London once again put on a high value show for buyers and retailers. The shows organisers have reported that retailers from around the globe placed orders at the show.


Show highlights Dylan Jones, editor of GQ magazine, delivered a keynote speech entitled ‘London rules the world: never before has our capital been such a centre of creativity.’ Jones spoke proudly on the inspiration the country’s capital has on fashion: “We are a unique city and we need to remain so. We need to treasure this.”


The Pure London Brexit panel discussion, meanwhile, hosted by Keely


Stocker, editor at Drapers, gave visitors an insight on new innovations and developments for the industry in a post-Brexit world. Key factors included boosting customer confidence, retailers offering a bespoke customer service and preparing for greater accessibility to the Chinese and Indian markets. WGSN’s Sara Maggioni presented an exclusive SS17 Buyers Briefing to a packed catwalk for both Menswear and Womenswear trends for the season. Trade associations from South Africa, Peru, Korea, France, Turkey, Spain, Portugal, Romania and Italy brought new and exciting brands to Pure London, including Blaklisted, Larisa Moda, and Jagadi Couture.


On the Main Stage Catwalk and The Spirit Catwalk, visitors took in the latest SS17 designs from a range of stylish labels.


What did visitors think? A dynamic mix of buyers was met with an equally diverse mix of brands with collections from over 700 brands, of which over 300 were new to the show. Visitors from Net-A-Porter, ASOS, The Arcadia Group, John Lewis, Whistles, Sole Trader, House of Fraser and Anthropologie all visited the show, along with many of the UK’s top independent retailers including The Dressing Room, Caramel Clothing, Pamela Shiffer and Sunday Best.


Caprice’s Stephen Joseph told Footwear Today: "Whilst the general


consensus is that attendance is down, we had a really good Pure. We picked up a number of new accounts thanks to our classic collection and after a very good sell through. Our Athleisure range, which is all leather with no synthetic materials, went down a storm with retailers. Its range of metallic colours and animal prints were well-received. Business is difficult at the moment, but we are fortunate at Caprice that we are still picking up a significant chuck of smaller budgets."


James Mountfield, sales manager at Geox, said: “Geox has an important


role here in the UK to showcase the brand and what we do, and really Pure is the vehicle for us to do that. We have been coming to Pure now for four seasons. We come back every year and will continue to do so. It’s the only show of its kind in the UK that has footwear at this level – it attracts a nice mix of premium ladieswear boutiques and independent footwear stores. We have taken a slightly larger space at Pure this year to bring some more outerwear from the collection. What’s been really nice about this year’s Pure is the introduction of the premium footwear section – something that has been needed and brings a different quality to the show. We are always very happy with the orders that we generate from Pure – inside the show and also outside the show, back in our showroom.”


Julie Driscoll, portfolio director of Pure London, commented: “We provide


a gateway for global fashion brands offering originality as well as new collections from existing brands. This season we have re-enhanced the visitor experience, with magical moments! We will continue to listen to what our customers want and change, evolve and adapt.”


The next edition of Pure London will take place from 12 – 14 February 2017 at Olympia London.


34 • FOOTWEAR TODAY • SEPTEMBER 2016


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