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Investment heralds 'new era' for Pure

Pure London is to be revamped for its February 2014 edition following major investment.

The womenswear show has received a significant cash injection from owner i2i Events, which is being ploughed into an overhaul of its autumn 14 show.

Pure organisers undertook research with more than 700 buyers and brands to establish the show’s future framework.

The research found the three most important elements for buyers were a unique mix of brands, authoritative insight into trends and an inspirational environment. These findings will now influence Pure’s progression, although it has not yet been decided exactly what format the changes will take.

Julie Driscoll, portfolio director at i2i Events, said the move marked the beginning of a new era for the show. “All our investments, as part of our five-year plan, will centre on delivering a more profitable and inspirational event for the buyer and exhibitor,” she said.

“We are distilling the very best of the event, taking it forward with a more strongly edited and highly relevant offering, a key focus on quality, inspiration and style.”

Driscoll and her team intend to discuss initial ideas for change with “valued clients” at this weekend’s show. She added: “Pure London going forward will be in collaboration with the industry, exhibitors, buyers and i2i Events.”

Although the changes won’t take place until next year, brands were optimistic about Pure’s spring 14 show, which takes place at London Olympia on August 4 to 6.

Howard Ross, director of consultancy Retail Brand Connection, which runs and manages  occasionwear brand Montique in the UK, said he expected a good turnout with lots of buyers.

“We are hopeful we can convert that into business either at the show or in the showroom afterwards,” Ross added.

Dominie Cripps, head of brand at lifestyle label Joules, said: “The cross section of buyers you get at Pure is the biggest appeal to us. Because of young fashion section Spirit, you naturally get another type of buyer who wouldn’t normally come to see your range.”

According to the show’s organisers, £152m worth of orders were placed at, or as a result of, Pure London’s autumn 13 edition in February this year.

i2i Events is part of Top Right Group, which also owns Drapers.

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