London trade fair Pure has recorded a record number of visitors at its February event. The number climbed 4 percent, with buyers from major department stores like Selfridges, Harvey Nichols, El Corte Ingles, Debenhams and House of Fraser, and numerous independent buyers attending. Overseas visitors increased by 10 percent, with strong representation from Ireland, Japan, Spain, Germany, Italy and France. Exhibitors were enthusiastic about interest from abroad, including the US, Japan, The Netherlands and Greece. Pure’s pr manager Bettina Odum remarked that there had been a particularly large increase in Japanese buyers. “We see ourselves as an international event,” she said. “We are on the international dateline, close in timing to London Fashion Week and other international trade fairs. In this way we can ensure that overseas buyers attend our event.” She added that a significant number of international exhibitors are from countries like Denmark, France and Germany.
The trade fair hosted over 800 brands at its London Olympia venue, including 160 new brands to the event. The biggest section this season was Pure’s Spirit, which occupied a hall of its own. “Our intention is to keep growing the Spirit section,” said Odum. “It is the way forward for Pure, as young, fashion forward labels are what fashion is all about.” Kiss DJs provided the musical ambience, reinforcing the strength of the young, contemporary labels. “The Spirit section is great,” said new exhibitor Sandra Porto, pr manager for Eucalyptus. “Many visitors came to our stand without us having to pre-invite them. We took many orders and received lots of positive feedback.”
Pure also offered much in the way of entertaining and educating its visitors with daily fashion shows and trend forecasts provided by trade magazine Drapers. The next event will take place on 5, 6 and 7 August 2007.