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Brands say orders up at ‘vibrant’ Pure London

Buyers and brands have praised a “more vibrant” edition of womenswear show Pure London, with anecdotal reports suggesting orders were up.

More than 1,000 brands, including 320 from overseas, exhibited at Pure’s 33rd edition, which took place at London Olympia from February 10 to 12.

Although no official visitor numbers were available as Drapers went to press, early indications suggested the autumn 13 show was a return to form, with buyers from Asos, Dune and House of Fraser all in attendance.

Feedback was positive, with many buyers saying they had discovered new brands and written orders on-site.

Pamela Shiffer, owner of contemporary womenswear indie Pamela Shiffer in Primrose Hill, north London, said: “There was a better selection of brands and I wrote orders for a couple of great new labels.”

Jeremy Clayton, owner of two-store Suffolk young fashion indie Javelin, added: “It’s been a good show. There seems to be a lot more brands doing short order so that’s been good for us.”

Faith Willis, co-owner of contemporary womenswear indie The Women’s Society Boutique in Hertford, said it was “buzzier” than previous seasons.

Exhibitors also praised the show. Fiona Freeman, production co-ordinator for contemporary womenswear label Darling, said: “We’ve had an amazing show. We’ve been consistently busy and have taken lots of orders.”

Attracting international brands to the show is now a key area of focus for its organisers, with an international team, headed by international sales director Hans Stoter, new for this season.

As a result of this there was a 6% year-on-year rise in overseas exhibitors, with 63 French brands, 49 Spanish brands and 35 Italian brands on the list.

But the new team, which was restructured last month, is already looking at what improvements can be made for the spring 14 show in August.

Under Julie Driscoll, portfolio director for fashion and jewellery at Pure London organiser i2i Events, the team held focus groups on-site and will take on customer feedback to shape future shows.

“We want to hear from buyers and exhibitors on what we can do to make this the best show in the market,” she said.

Readers' comments (1)

  • I have to agree, best show for ages. Lots of new stands and really good product. Hopefully it will get the punters in this AW.

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