Brands, buyers and the Drapers team made their way to Kensington’s Olympia London for the spring 18 edition of trade show Pure, which ran on 23-25 July.
Buyers arrived at a steady pace on the first day, particularly in Aspire and Allure, the contemporary womenswear halls. The menswear, footwear and athleisure areas felt less crowded – a sense that continued over the show’s subsequent days.
Pure has dialled up its experiential aspect to help keep buyers entertained – this edition included catwalk shows, live music, one-on-one “Meet the Expert” panels and talks, including an interview by Drapers’ Graeme Moran with Lisa Maynard-Atem, social media manager for Harrods.
Legendary designer Pam Hogg gave a speech on the first day and, on the second, Henry Holland spoke to the London Evening Standard’s Laura Weir about building his business and the power of Instagram.
“We describe ourselves as the department store for buyers and, if you consider the high street department stores, they are focusing on experiences or initiatives such as champagne bars,” said Pure’s portfolio director, Julie Driscoll. “It’s about spending time with people and feeling something real. We get people together – they see and touch the fabrics, do business face to face and have a real experience.”