The organiser of Pure London and Pure Spirit is launching a third sister event to cater to increased demand for short-order products in the retail sector.
Pure Close to Season will be held in October at Olympia’s Grand Hall and will focus on short-term buyer demand for fashion goods from the Autumn 2011 and Spring/Summer 2012 collections. Organiser Emap said the new show will sit between the biennial Pure London and Pure Spirit events, which next runs from 7 to 9 August at Olympia and Earls Court 2 and again from 12 to 14 February 2012.
“The Pure Close to Season concept has been met with a very positive response from buyers. It will provide an invaluable opportunity to top up collections and source new product from a range of footwear, accessory, womenswear and young fashion brands,” Pure London MD Steve Newbold said.
Emap conducted 400 in-depth interviews and online surveys, which highlighted the market need for a close to season event. In addition, Newbold pointed out short order has increased by 27 per cent over the past three years, with retailers spending 30 per cent more on forward order brand’s injection or top up ranges.
Emap has also confirmed Pure London and Pure Spirit will be held together under one roof at Olympia from 12 to 14 February 2012. Pure Spirit was launched in February in Earls Court but ran simultaneously with Pure London in Olympia.
The organiser attributed the decision to uncertainty surrounding the future of Earls Court, as well as the expansion of Olympia’s footprint.
“The completion of the redevelopment works and expansion of Olympia means we can now meet the demand from our brands in one venue from February next year,” Newbold added. “We’re delighted to be able to return to the ‘under one roof’ format, which has proven so popular over the last 30 seasons of Pure.”
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