Buyers are more confident and interested in higher-priced lines than they were last year.
Buyers, agents and exhibitors tell Drapers how business fared at the trade show this week:
Sofia Strazzanti, Owner of agency Innocenza (showing Ilse Jacobsen at Pure)
The first morning was a bit slower than last season, but the quality of buyers coming to the show has been great. Everyone has been very positive. Buyers have more confidence this season compared with last. I think the weather has definitely helped, as for once we’ve been selling spring ranges in a real spring.
Joy Redfern, UK agent for Elisa Cavaletti and Leo Guy
We do shows all over the world for Elisa Cavaletti, from Moscow to Copenhagen. It’s expensive to show at Pure, but for us, it’s still the most important show in the country. We’re well established in the UK and the show gives us the chance to keep our brand recognition here high. From the first morning, I’ve noticed buyers haven’t increased their budgets, but they’re feeling more positive. We wrote four orders with existing customers in the first hour of the show alone.
Lis Eriksson Founder of Sewn Agency
I’m here with six brands, including Swedish Hasbeens, Triwa, Garment Project, Hanky Panky, Klear Klutch and Sunpocket. Buyers this season are more focused on finding great product themselves, rather than relying on the same brands to deliver each season. We had five people wanting to buy in the first morning.
Emily Whittle Director of Emily and Fin
This is my sixth season at the show and Pure is the only show we attend. It’s nicely laid out and the adjacencies have been well thought out. This is a writing and a merchandising show for us. However, we’ve been seeing our existing buyers - I’d like to see some new faces. I think Pure needs more of an element of fun. Trade shows are tiring for buyers so there needs to be enough to keep them here at the Olympia.
Francesca MilleaSales manager at Red Alert agency
I’m here representing our young fashion brands - Neon Rose, Motel, Love and Rock & Religion. Red Alert has been here for years - I think Pure is the best womenswear show for us, as the buyers at Pure have access to so many brands. Buyers are becoming more confident - they’re willing to try something new. I think the sunny weather this summer has really helped short order brands - we’ve seen a lot more in-season repeats.
Hilary Haresign Owner of occasionwear specialist Snooty Frox in Harrogate
It’s clear a lot of the occasionwear brands that used to show at Pure now sell from their showrooms or go to Moda. It makes a buyer’s life easier if they all show together. I used to spend three days here, but I’m only doing one this season. My accessories buyer is coming for the first time, though; the accessories section is really good.
Yiannis Demopoulos Director of footwear independent Tower London
It’s usually a great show and there are some great footwear brands here. The seminars this season are also really interesting so we’ll be looking forward to attending a few of those.
Samir Ebrahim Director of Charli London
More buyers are looking at our higher price-point, better-quality lines, as the shops that have been trying to compete on price are the ones suffering. With this in mind we have introduced our first cashmere line - which will be bigger for autumn 15 - and also a stretch linen collection.
Cynthia Parise Country sales manager UK and Ireland, InWear
We are finding buyers are a lot more positive than they have been for a long time. But it has to be special to warrant a higher price tag. Pure is a good show for us, but I’d like it to be in mid-July; we have been selling since the end of June.
Nadia Moraes Owner of Darling London
Pure is home for us, it’s where we tell our story. We take a lot of orders; it’s very important for us. We started selling in the showroom about two weeks ago and there is a definite sense of hope. People are little bit brighter in their outlook and sell-through has been better over the past six months.
Mark Ashton Chief executive, Little Mistress Group
This is our main show. We invest most of our budget in it and we get a very nice return. We pick up a lot of contacts for distribution; we started in Italy and Sweden from [contacts made] here last year. I think the smaller guys can see a light at the end of the tunnel. It’s what you bring to the show. If you bring bad products, you won’t do a lot of business.
Go to www.drapersonline.com/product/trade-shows/pure for our video coverage and more from Pure London.