Pure London to give footwear own “identity”

Fashion tradeshow Pure London is to redefine its footwear and accessories sections from next season to “enhance the identities of both areas” and to boost footfall. The proposed changes will see the footwear and accessories brands moving into a new section of the exhibition halls giving

the brands a brighter space, and by grouping them together Pure is hoping that it will improve visitor experience, as well as attract more buyers to those sections.

Footwear,

which is currently in the 02 Hall and part of the National Hall Gallery, will be all brought into one area the National Hall Gallery, while accessories will be relocated into the Grand Hall Gallery and also extended into a new section in the Upper West Hall.

Head of footwear and accessories for Pure London Vicky Ogden said: “The proposed changes should encourage easier navigation of the footwear and accessories areas, ensuring that more buyers visit this part of the show.

“This is a really exciting proposition for footwear and accessories brands at Pure London and we look forward to discussing all of the changes, in detail, with each brand onsite at this season’s show.”

The enhanced footwear and accessories area will come into effect from the spring 15 show, which will take place from August 3-5 and once again held at London Olympia.

The changes form the next phase in the re-edit of Pure London, which begun this season with the re-editing of ready-to-wear, following major investment from parent company i2i Events Group. As a result of the first phase of changes, Pure London is now divided into five distinct sections - footwear and accessories, Spirit, Allure, Aspire and Agenda.

Buyer and brands praise changes at Pure London

This season’s show took place from February 9-11 and attracted buyers from the country’s top retailer’s including Selfridges, House of Fraser, John Lewis, and Asos, as well as many of the UK’s top independents including Atterley Road, Sunday Best and The Dressing Room, all of which praised the tradeshow for re-editing the womenswear offering as well as placing the catwalk area in a more prominent position.

As a result of Pure London’s changes, the show attracted a host of new brands, many of which had never shown at Pure London before. The section that proved the biggest hit with buyers was Agenda, the more premium area of the show.

Katie Stamer-Smith, buyer at Atterley Road, said: “The show looks more premium downstairs than in previous seasons. This is definitely our favourite show due to the groupings of the brands and the spaciousness in the halls.”

While Charlotte Woods sales manager for Innocenza Agency, which brought its Ilse Jacobsen, Stella Nova and Gestuz brands to the show this season, said: “There has been a wonderful selection of buyers and a steady flow, and we are extremely pleased with the position of the stand.”

In addition to the re-edit Pure London also strengthened its partnership with UK Trade Investment (UKTI) this season in a bid to help showcase more emerging British brands and designers at the event. As a result of this, international buyers present at the show increased this season, with countries including Japan, Australia, France, Germany, Italy and Russia all represented.

Commenting on this season’s show Julie Driscoll, portfolio director for Pure London at i2i Events Group, said: “The reaction to Pure London this season has been phenomenal and demonstrates that we are the show for the industry and we understand what the industry needs.

“Our developments for Pure London form part of an on-going three season plan and we will continue to listen to the market and build on the success of this year’s show, to make further changes and deliver an even better event next season.”

The next edition of the Pure London will take place from August 3-5, 2014 at London Olympia.

Images: Pure London