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Olympics forces Pure London date to shift to mid-August

Womenswear trade show Pure London has pushed back the dateline of its August 2012 edition by two weeks to avoid clashing with the Olympic Games.

Traditionally, the August edition of the show is held on the first Sunday in August for three days, which would clash with the dates for the London Olympics (July 27 to August 12). So next year it will run from August 19-21, at its usual London Olympia venue, alongside sister show Pure Spirit.

Pure London organiser Emap – which also owns Drapers – said the move had been “strategically planned” to ensure brands and buyers would not need to travel to London when an estimated extra six million people are expected to descend on the city.

Buyers and brands agreed the move was unavoidable although concerns were raised about the impact of the Olympics on the spring 13 selling season in general.

Anne Horton, managing director of indie department store group Hoopers, said: “I don’t think they had a choice, and from a buyer’s point of view, it shouldn’t make too much difference to us.”

Womenswear brand Mina UK’s wholesale manager Stacey Saunders said: “We will need to be more flexible and we might have to travel around a bit more than usual as we can’t expect people to get to the London showroom to see us.”

Rachel Johnson, country sales manager at mainstream womens-wear brand Jackpot, did not think the date change would affect the brand but added that it “might have to leave order books open for longer”.

Pippa Sanderson, owner of contemporary womenswear indie Boudoir Femme in Cambridge, added: “The Olympics are an unstoppable force so we’ll have to adapt.”

Pure London will return to its usual dateline the following year.

Readers' comments (2)

  • Martin Ailion

    I actually think most buyers will prefer a later show. Let's see. It could be interesting.

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  • I agree with the previous poster, It's a much better date. Hopefully it won't revert back to the previous dates when the organisers realise that most buyers prefer working closer. It's a positive move.

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