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The high street’s climate of caution failed to take hold at Pure this week, as exhibitors at the Emap-owned show reported a confident and buoyant mood among buyers. Many of the 800 brands who showcased their S/S ’06 collections at the Olympia venue experienced an increase in business on previous seasons.

Now in its eighth year Pure is the UK’s largest fashion and accessories event attracting high calibre buyers, with visitor figures increasing by 6% despite reports of a retail downturn. As Simon Rappley from Mint says; “Even at 4.50pm on the last day we’ve just taken another new order. It’s been a really strong show and people have had a Dunkirk spirit; we won’t be beaten by the reports of doom and gloom.”

Key to the fashion calendar, the Pure ‘experience’ offers buyers an unrivalled and diverse product mix from innovative and high-end designer through to commercial, fast fashion and street. This season the show attracted high calibre UK and Irish buyers including Harrods, Selfridges, Fenwick, Liberty, Cruise Flannels, Hoopers, and House of Fraser. New accessories exhibitor, Sam Ubhi had an extremely successful show; “The quality of the buyers has been exceptional on both the UK and international front and from department stores to boutiques. It’s been non-stop, Pure is so buzzy and it has such an energy and vibe.”

This is the fourth season running that visitor numbers have increased, indicating that Pure is going from strength to strength. It is a must-visit show for seeing exciting new brands and collections, as Sandy Gould from Bristol-based store Beautiful says; “I love the Pure experience, it’s like being in a candy store! I have my staple brands I always visit but its fantastic when you discover gems amongst them.”

It is also much-loved for its trend-led catwalk shows and insightful trend presentations for helping buyers plan ahead for the season. Jo Holness from Slippery Nipple in Stroud enthused; “Pure is a fantastic and obligatory show to see the up-coming trends. The superbly styled catwalk show gives you a great idea of what we have to look forward to for the next season.”

Louise Young, Group Exhibition Director at Emap says; “Pure saw an extremely positive show with a buoyant atmosphere and high levels of orders being placed. Year on year, Pure has grown in size and status, with brands selected on the strength of their offer and adjacency to the show’s profile. This has enabled Pure to remain an extremely focused event, continually building on our reputation and our total visitor attendance.”

Independently edited catwalks took place throughout the three days of the event, giving buyers an essential and accurate insight into the Spring / Summer 06 trends. These were underpinned by interactive and insightful trend discussions held by Drapers.

The dates for next season’s Pure are 12th, 13th, and 14th February 2006, at Olympia, London.

[Text/Pictures: IDPR]

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