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Record number of visitors back established brands

Buyers and exhibitors were in a buoyant mood at Pure London this week as a record number of visitors attended the show, an increase of 24% on last August.

Many indies attending the womenswear trade show at London’s Olympia on August 1-3 said they had kept budgets fairly flat on last year. But established brands reported that they had a strong show, as stores consolidated brand mixes and spent more with those that gave them the highest sell-throughs in spring 10.

Angela Synclair, buyer at womenswear indie Pink Parrot in Marple, Cheshire, said: “My budgets will be slightly up but I’m doing less forward order to leave more for short order, as I got summer deliveries too early this year.

Brands including Sahara, Joules and Bandolera said orders were up because they had stolen market share from rivals.

The addition of a dedicated premium section was well received and, although it was quieter than the main halls, exhibitors said that gave them time to see quality buyers.

“We wrote a couple of strong orders each day, so we’re happy,” said Gabriella Ferri, UK agent for premium brand Stefanel.

And Emma Whittlestone, buyer at indie Frocks Away in Muswell Hill, north London, said: “The premium hall is a great idea and has helped us to see all the brands we wanted to see in one show.”


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