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Pure spring 14: Day one round up

Womenswear tradeshow Pure’s opening day kicked off with a busier-than-expected start, with brands reporting a steady day of trading despite traffic woes and the temptation of sunny weather.  

Several brands spoken to by Drapers noted that the event, which takes place at Olympia, London until August 6, had started strongly.

Martino Ward-Perkins, sales and marketing consultant at young fashion label Louche, said: “It has been really busy, there has been a constant flow of buyers coming to the stand this morning. Compared to Paris and Berlin, Pure has had a really decent start for us, I hope it continues next week.”

Michelle Crossland of distributor Phil Day, who was representing brands such as contemporary French brand Mado Et Les Autres, said she had already added two accounts within the first couple of hours. “We’ve been very busy already,” she said.

Prints were a common theme running across both young fashion and the offering for more mature customers. Colour was essential with flashes of corals and emerald drawing in the buyers while neon was still a big hit with young fashion labels.

Lucy Cosens, wholesale manager at young fashion brand Poppy Lux, said: “Neon, monochrome and cropped t shirts have been flying off the stand this morning. We’ve been having a great day so far. It’s our second time at Pure and a lot of people who placed small orders last season are coming back and buying a lot more this time.”

Kim Jin, director at Glamorous - one of the busiest stands - also saw an influx of returning clients, but sounded a note of caution overall.

“So far the show seems to be quieter than usual but we have been really busy,” she said. “We have a lot of customers that only come to see us at Pure, so it’s very important that we have a strong presence here.”

“Buyers are still quite cautious but our regular customers are placing bigger orders as they are confident in the label.”

 

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