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Fresh labels top buying list

Indie buyers on the hunt for ‘new and exciting’ collections as Pure London kicks off with 700 brands.

Womenswear buyers will be scouting for “fresh” brands at Pure London over the next few days, with many in search of accessories brands to help customers complete their whole look.

Pure London, which kicks off today and runs until February 14, will showcase about 700 brands.

Kate Gleeson, owner of premium womenswear indie Diffusion in Dublin, said she would look for “fresh, new and exciting” brands but wouldn’t buy just for the sake of it.

She added: “I’m buying quite a bit in New York and working with brands that do drops every eight weeks. I’ll be looking for brands that do this at Pure London because it keeps it fresh,
it keeps the customers interested and keeps the staff interested.”

Sally Morgan, owner of young fashion indie Kiwi Boutique in Guisborough, North Yorkshire, said she would be hunting out new accessories brands.

“Customers are looking to complete their whole look while in one place,” said Morgan. “They’re looking for a one-stop shop.”

Becky Furbank, managing director of mainstream womens-wear indie Anne Furbank in Cambridgeshire and Suffolk, also cited accessories as important for next season, adding that colour was set to be key for autumn 12. “The styling hasn’t changed hugely from spring 12. I think we’ll see more of a continuation of the same thing.”

Read more from Drapers Daily, bringing you the news from Pure London

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