Pure Shanghai enjoys success following March edition

Pure Shanghai, the Asian branch of London's fashion trade fair Pure, has enjoyed "three very successful days" at its March edition with CHIC, China's largest fashion trade show.

This season saw Pure Shanghai curate an edited selection of UK and international brands across womenswear, footwear and accessories and welcome back a number of brands such as Vendula London and Ness. A number high profile, local buyers were present this season, including iLux, Eland, Xinlelu.com, Alibaba and Shanghai Enovl, who were keen on investing in overseas brands, as CHIC aimed to improve the overall quality of buyers attending the show.

"We are very pleased with the results of this show, our exhibitors have made really good contacts over the three days, some resulting in orders," said Gloria Sandrucci, Event Manager for Pure Shanghai on the show. "China is an exciting, buoyant and diversified market making Pure Shanghai a great platform for international brands to meet with department stores, multi-brand retailers and franchising partners."

"We met such a big variety of buyers both this time as well as last October, we always find our target customers here," said Raymond Lam, Director of returning brand Vendula London. Luxury handbag label Lautem also commented on the improvement of buyers this season. "We have noticed an improvement in the quality of the buyers who have taken a strong interest in our collection. We have made new solid contacts with buyers and possible partners."

First time brands also enjoyed success at Pure Shanghai, with accessory brand Jianhui London sharing their interest in returning next season. "I want to come back to Pure Shanghai, I had a wonderful show. The sophistication of the Chinese buyers has really surprised me, they described my collection as art and were prepared to pay our competitive prices - art is priceless!"