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Louise Young

The managing director for retail at i2i Events Group speaks to Ian Wright about plans for Pure London in August and beyond.

You’re heading up the strategic direction for Pure London. How are you changing it?

I was involved with Pure London for 10 years until 2007.

It’s just great to be back and to have the opportunity to view the industry and the show with fresh eyes. For both UK and international brands it’s the gateway to the British fashion consumer. The February edition will see a refresh, which will take Pure into a new era. We look forward to sharing details soon.

What changes will we see for the August edition?

There will be a host of brands that have never shown at Pure London, from as far afield as the US and South Korea. Three stages will be at the heart of core sections of the show and buyers will hear from renowned speakers including the founder of Drapers Award-winning Dorchester boutique Yard, Vicki Fernyhough, and an expert from Google. Plus, there will be exclusive insights from fashion trend forecaster WGSN and ‘What to buy’ seminars from Drapers, which is part of the same group as Pure.

What sets Pure London apart on the trade show scene?

Pure London is an order-writing show. Not many shows can boast one of the biggest gatherings of independent retailers in Europe. They place more than £152m of orders at or following the event.

What challenges do you see in putting on a major fashion trade show and how are you overcoming them?

It’s a really exciting time for retail, when everyone has to be at the top of their game. Buyers look to Pure London to help them find new labels which help them to differentiate their offer, gain inspiration, advice and share experiences with other retailers.

Any plans for new categories?

No, in fact the opposite. Our core offer is ready-to-wear, footwear and accessories and our focus will intensify on bringing exciting labels to help our buyers differentiate and refresh their offer.

What brands showing at the August edition of Pure London excite you?

We’ll see some very exciting collections from Frau Blau, Manitic, Isa Frignani, White Tent, Jolonté Vous! and Emile.

These will appear alongside more established brands such as Avoca Anthology, Fenn Wright Manson and InWear.

How important are London trade shows to buyers on an international level?

They are incredibly important, especially for progressive retailers. London is a fashion capital and the UK fashion scene has long been synonymous with setting world trends.

How do you see Pure London looking in five years’ time?

Presenting the best of contemporary womenswear in Europe. This is what we aimed to do when we launched and it’s still where we want to be in five years’ time.

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