Premium footwear tradeshow PLFM’s second show has been deemed a success by brands with visitor numbers up 15% on last season, despite a slow first day.
The show, which changed its name for this season from Platform to avoid confusion with the US event of the same name, took place in the Westbury Hotel in London’s Mayfair from July 13 to 14 and exhibited 28 brands including Jil Sander, See by Chloe and United Nude. Buyers from Kurt Geiger, Harvey Nichols, Jigsaw and Fenwick were all in attendance.
Claire Burrows, founder of footwear brand Air & Grace, said PLFM was a “perfect start to the season” despite a slow start on Sunday.
“We wrote orders, opened new accounts and on that basis we will do it again. Sunday was quiet in general but Gerard [Levy, founder of PLFM] is considering changing the dates to Monday and Tuesday next season which we feel would be a very sensible decision. Gone are the days of Sunday being the indie day at trade fairs.”
First time exhibitor at the show Cleo Barbour, founder of women’s footwear brand Cleo B, said it was “worthwhile” for new brands as it gave her a chance to get in front of buyers from major retailers.
“It’s a great show to get involved with as it’s completely footwear-focused. As a new brand it’s good to get in front of buyers as much as possible to get your brand out there, so I’ll be attending next season,” she added.
PLFM’s organiser Levy, said it was a “real order writing show”.
“We had a lot of key buyers in attendance and many were ordering and that’s the important thing. The show will improve and grow of course, but we won’t ever lose our focus. I believe we already have the right balance.”
Next season’s show will return to The Gallery in the Westbury Hotel on February 2 and 3.