New relationships are being forged at trade show Pure while existing stockists have stuck to topping up orders.
Speaking to Drapers towards the end of another full day on the stands, brands reported that while order books were not being filled as much as previous years, the show had been a success for meeting new customers.
Andrew McDowell, sales and marketing executive at contemporary womenswear label Fount Apparel, said the show had not been busy as expected.
But despite this the new brand – which celebrates its first anniversary next month – was expecting to double its stockist base with a further 40 accounts, after widespread interest in the first two days of the show.
“We have had some existing customers come through to top up their orders, but the main bulk has been new buyers,” said McDowell.
He added: “The push back in the schedule probably has affected the number of buyers here and the budgets they have to work with, but for us just making those relationships is the crucial thing.”
Louche’s sales executive Nicolette Bos said international buyers – including those from Belgium, Holland and New Zealand – had been enthusiastic. But she agreed with McDowell that existing stockists were putting in small orders.
“Pure has come quite late – it’s at the end of the season – so mostly people are topping up. It should be earlier next year – it’s no good coming after all the other shows.”
Lauren Teff and Anna Nguyen of Fever had also seen widespread international interest, and said trade had been brisker than expected thanks to a new strategy.
“We’ve moved to become a more forward brand – we are showcasing spring 13 as well as autumn 12 – and this is the first time we’ve done that so far in advance,” said Nguyen. “So far we have had a really good response.”
Little Mistress managing director Mark Ashton said he had hit his target of acquiring 40 new accounts within the first day and a half of the show, predicting the brand would finish 20% up on last year’s show.
The team had doubled its stand and introduced a new “mirror” layout for the clothing, which has helped it to build on its growing reputation, he said.