Pure Shanghai plans for 2015 following promising launch show

Pure Shanghai is planning for the 2015 edition by drawing on the largely positive feedback from brands and buyers that attended October’s launch show.

Bringing the concept of the long-established Pure London show to the fast-growing Chinese retail market, the inaugural event welcomed over 50 British and international brands, valuable seminars and trend-led catwalks to Shanghai’s New International Expo Centre over three days, 20th-22nd October, 2014.

Launched as a platform for international brands to build relationships with influential retailers, agents, distributors and press from across the Chinese retail market, it proved popular with British brands looking to tap into China’s evolving brand-to-retailer market.

UK brands exhibiting included Gina Bacconi, Jones + Jones, TFNC, Brodie Cashmere, Bodyfrock and Oh My Love London, while the show delivered visitors from online giant Tmail, iLuxday, Estate, D2C and other multi-brand buyers. The China-Britain Business Council (CBBC) also provided business matchmaking services to encourage successful new relationships.

Central to the show was the need to explore and further understand trends developing in China, and how best for brands to break into this market. Ameli Zhu, brand and project executive in purchase development at iLuxday, explained:

“Chinese customers are now paying more attention to brand awareness. If the new designer brands don’t have their own competitive or eye-catching points, it would be a little difficult to take the first step. However, each brand at the show has confidence and a lot of passion for the Chinese market.”

Katy Roberts, events manager for Pure Shanghai at i2i Events Group, commented: “For a launch event we are pleased to have attracted 50 international brands that recognise the future potential of the Chinese fashion market and increasing prevalence of multi-brand stores. We are working with our Chinese partners on our joint strategy and how we further improve and develop for the October 2015 event.”