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Pure: Q&A

The buyer - Sally Heath, head of buying for brands, New Look.

What are you on the lookout for at Pure London?

I’m looking for exciting new fast-fashion brands and, as lingerie and swimwear is one of our key growth areas, I am interested to see what is on offer at Pure in that area. It’s also a great opportunity for us to catch up with our footwear suppliers, too.

How is your area of the market at the moment?

The Olympics caused us a bit of an issue as I think people were watching sport rather than shopping online, but apart from that, trade has generally been good.

What trends have you spotted?

Coloured outerwear, particularly coloured leather and PU. Leather is definitely a big trend for spring 13, as is the return to blue denim. Camouflage punctuated with neon also seems to be a big trend.

What are your favourites?

Leather is probably my personal favourite. We have also seen denim performing really strongly for us and prom is going to be big business for us next season. We are going for it in a big way for spring 13, along with general occasionwear for bridesmaids and wedding guests.

What do you think of spring 13 as a whole?

There is a lot more trans-seasonal product than we saw last spring as I think people have learnt a big lesson from the weather. The sun might not come out until late in the season so it is important to have transitional product. A return to denim will help this trans-seasonal offering. In footwear things are a lot more casual than in previous seasons, with lots of hi-top trainers.

What other trade shows have you been to this season?

Bread & Butter, Vision, Gallery, Moda and I will go to Micam for footwear. One of my team also went to Magic in Las Vegas.

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