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Pure kicks off with an upbeat mood

London womenswear trade show Pure got off to a positive start on Sunday (February 8) with brands and buyers hailing the show as being busier than recent seasons.

The show, which takes place in London’s Olympia and also includes footwear and accessories, runs from February 8-10 featuring more than 800 exhibitors for autumn 15 and short order brands for spring 15.

Janan Leo, founder of footwear brand Cocorose London, said: “It seems busier this season. Buyers are a bit more upbeat and are looking for something different. It’s more buzzy than last season. Retailers are ready to get inspired again.”

Marcia Dale, owner of lifestyle womenswear indie Roobarb in Bridgnorth, Shropshire said: “The show feels good so far, and there are some nice ideas here and products that are not easily found on the high street which is good to differentiate us. We are looking at brands like Traffic People and Darling and just seeing what catches our eye. I think we will make orders here.”

James Mountfield, key account manager at footwear brand Geox, added: “The stand seems more buoyant this morning that last season. Buyers are more confident - boots and sneakers sold through well this winter so they are buying deeper for autumn 15.”

The mood was “vibrant” for sales team coordinator for outerwear specialist Kennet Street, Chris Kelk. He said: “The mood seems very vibrant even though it’s early. I’m surprised how busy it got so quickly.”

Hilary Cookson, owner of Maureen Cookson womenswear store in Clitheroe Lancashire said: “I’m looking for a lot of new brands and I’m finding them today. I’ll probably buy from The White Stuff. It’s much busier than it normally is. I think this year is going to be good,you have to stay one step ahead and keep reinventing yourself.”

Simon Abbott, managing director of accessories agency Twenty20 Agency, said: “This edition has really stepped it up. The footwear and accessories offer has increased and it looks great. London really needs a good all-around show.”

Meanwhile David Inglis, chief executive of shoe brand Moda in Pelle, noted the number of Irish buyers at the trade show. “There have been lots of Irish buyers here this morning including some key accounts. We’ve had people visiting us since the doors opened which is great as it’s usually lunchtime before they make it up to footwear. The mood is good out there. Customers are buying more at the top end of our price point.”

However Maggie Smart, director at sales agency Macandi, said: “I was expecting Pure to be busier today as this is the first year that it hasn’t clashed with Copenhagen. It’s still got off to a fairly good start and we’re writing orders, but I’m hoping Monday and Tuesday will be busier.”

Richard and Jane Rutherford from lifestyle indie Rutherfords of Morpeth added: “In terms of fashion, Masai works really well for us because of its brilliant blend of styling and price. I don’t think we can expect much growth in 2015 but it will help trade to get the election out of the way because we all need stability.”


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