The team behind Pure have been working their socks off to update and refresh the show; the physical size of the show has reduced by around 15%, there is more of an edited and curated approach to the brand list, the catwalk has been brought back to the centre of the show and the show is now zoned by brand category. We were part of the Agenda (premium) area.
In the run up we were met with many raised eyebrows and quizzical expressions when we told buyers / friends / colleagues that we were taking part. I can understand why, the Pure show that we have come to expect over the past few years has been focused on lower price points, in season business and has lacked a tight edit and focus. However, we are not afraid of trusting our instincts and getting on board early with a project; and we definitely feel our instinct to participate has been spot on.
As a first step into refreshing the show the organisers have done a great job. For us, we reconnected with old faces, met plenty of new faces, wrote orders and left with a smile on our faces. It felt like a smaller version of Who's Next / Premiere Classe in Paris - a balance of commercial and contemporary brands and a really strong accessories offer. To fill a venue like Olympia there has to be a broad appeal.
We loved true spacious stands, great light and our position - right by the entrance and alongside Innocenza Agency (http://www.innocenza.co.uk) you can read more about the show and the response it has received in the links below.
Pop the date in your diary for SS15 now - we will most certainly be there!
and now, we get ready for Paris.
http://newsle.com/article/0/123551091/
Drapers Round Ups
http://www.drapersonline.com/fashion/trade-shows/pure/pure-london-autumn-14-image-gallery/5057297.article?blocktitle=Pure-Autumn-14&contentID=13323
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