Following its 2014 edition earlier this August, Pure London has reported that the quality and diversity of brands on offer attracted buyers from a host of leading British and international retailers and e-tailers who placed a record number of orders for SS15, as well as an abundance of AW14 short-order pieces.
Buyers from department stores including Selfridges, Liberty, and John Lewis joined a host of leading multiples and e-tailers, while there was also strong representation from the country’s premium indies, including as Anne Furbank, The Dressing Room, The Dulwich Trader, N. Shelley, Maureen Cookson, Browns, Gray & Osbourn, Scarecrow Boutique and Hengelo Shop.
Brands, buyers and visitors all praised the fresh new layout for 2014, with improved ease of flow between six finely curated sections and a clean, defined aesthetic across all areas.
Kate Payne, Co-Founder of Hengelo Shop, commented; “Both Helen (co-founder) and I felt it was the best edition of Pure London that we have been to since starting out 3 years ago. The layout was much better, there was more space, more light and it felt like a more sophisticated experience. Overall I felt the show had turned a real corner, it felt much more premium.”
Designed to enhance the buying experience, the collections were brought to life in high-energy catwalk shows on the two main stages, presenting key trends in womenswear and young fashion for the seasons ahead.
Sofia Strazzanti-Lynes of Innocenza, agent for Ilse Jacobsen, commented: “In the past, Autumn/Winter has notoriously been the stronger season, however we are seeing a real trend of buyers investing heavily into SS15 collections due to the early pre-Christmas sale dates creating a longer summer selling window.”
Julie Driscoll, portfolio director of Pure London at i2i Events Group, commented: “The overall consensus is that the look and feel of the show has really strengthened from the last season; this is due to the fine editing and investment in the presentation of the show. We’ve worked hard with the brands to meet the needs of the buyers, which is what Pure London is all about.”
She continued: “We’ve heard fabulous success stories from brands across the show for whom trading has been significantly up, especially those promoting new, inspiring collections to engage their audience – it’s all about deepening the buy.”
The next edition of Pure London will take place from 5th-8th February 2015 at London Olympia.