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Subdued second day at Pure London

The mood was more subdued when Drapers headed back to Olympia London for the second day of Pure’s spring 18 edition.


Drapers joined the line of visitors heading from the Overground station into the exhibition centre against a backdrop of gloomy cloud. Halls felt less buzzy then they had on the busier first day, Sunday, particularly towards the back of the cavernous space and in the upstairs areas.

The morning of the show got off to a slow start, although footfall later picked up over lunchtime and into the afternoon.

Overall, exhibitors said it had been a quiet day, although a few said they had seen a steady stream of visitors prepared to write orders.

An afternoon talk by Henry Holland did draw crowds, who flocked to Pure’s catwalk area to hear the charismatic House of Holland designer interviewed by Laura Weir, editor of the London Evening Standard’s ES magazine. Holland spoke about the changing impact of social media on his business, particularly the growing power of Instagram.

He also urged fashion businesses to focus on “personality, playfulness and authenticity”, and stressed the importance of not attempting to be all things to all people.

“If you create something you truly believe in, there are going to be people that want to buy into it as well,” he said.

Pure London runs from 23 to 25 July.

The mood of the show

Jacqueline Hu, consultant, Cherry Paris

The afternoon has been busier than the morning as people work their way across the show towards us. We’ve noticed that it’s changing each year and fewer people are coming. We’ve seen everything from lots of small boutiques to bigger companies.

Blake Chen, general manager’s assistant, Fortune

It’s been a lot less busy today. I feel like because our range is a bit more expensive compared with a lot of the other brands, we haven’t got much attention. Our location isn’t great either – the nearer to the entrance you are, the more attention you will get. It has mainly been independents coming round, and even then most people are just looking, it doesn’t seem like many people are here to buy.

Faye Yang, designer, LYDC

Today has been very quiet. Yesterday wasn’t as bad but it’s definitely getting quieter each year. I just don’t think people are coming to trade shows as much any more. There have been a lot of independents, but it’s all the same people – we haven’t seen that many new faces. Some people will come on the first day just to browse, and then will come back towards the end of the show to order.

Joseph Gutman, president of sales and merchandising, Say What New York

It’s not been too busy. We’ve come from New York and wanted to give it one shot to see what the English market is like. We’re all about fast fashion and are big in the US, so we’re not really looking to sell to small boutiques. Those are the people who are coming round but they’re looking to buy small numbers of one item, not hundreds, which is what we want. Lots of people come round just to look, but coming here is a great opportunity to make connections and meet other people in the industry.

Elly Beckford, designer, PK Berry

Yesterday was a really good day for us and today has also been good, we’ve seen lots of repeat customers and one or two new boutiques. I’d say we have written fewer orders today but we’ve seen some interesting people, including some European agents. We were actually away from Pure for a couple of seasons but decided to come back because you do see the right people here and it helps build up brand awareness.

Anthony Hsa, manager, Elli White

It’s been quite a good day for us. The morning started quietly but it later picked up. I’d say for us the footfall on the second day was around the same as on the first, although I definitely think the show is quieter than in previous seasons.

Readers' comments (1)

  • Fab Frocks

    We visited on the second day of Pure too and it was definitely quieter than previous years. More of our suppliers are abandoning Pure and Moda because the costs are unrealistic and this is starting to add time pressures on our buying with more places to visit or agents to see in-store. The shows need to review their pricing or they will become showrooms rather than serious buying events.

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