Home TopicEvents Fashioning a new Pure

Fashioning a new Pure

by Olivia Powell

Pure London have announced it will ‘unveil a new era’ for the show on 9-11 February 2020 at Olympia London.

Changes include dedicated stages for trend inspiration and education, a re-edited floorplan, a new optimised website platform and omni-channel strategy, with the aim to grow the show into a ‘365-content tool to lead the industry forward’.

Pure London attracts over 300,000 industry professionals from the UK and around the world via both its shows and digital platforms each year. Visitors to Pure London and Pure Origin can explore the full fashion supply chain under one roof by perusing over 1,300 of the latest collections across the entire industry.

The re-edited floorplan focuses on Olympia National and has been designed to create a custom and curated buying experience for attendees. Pure Man remains in the national hall, however due to the extreme importance of social and environmental issues to the younger generation and continued growth in impact brands Pure Conscious has been moved to the ground floor of the national hall alongside GenZ. The new Pure Body sector combines casual sportswear ranges, nightwear, athleisure, lingerie, and swimwear, whilst Bubble showcases kidswear.

The re-edit aims to elevate the visitor experience by allowing retailers to explore new sectors and experiencing the show differently.

Event director at Pure London and Pure Origin, Gloria Sandruccisaid: “By bringing together the Pure Conscious, Pure Man, Bubble, Pure Body and GenZ sectors we have created a special curated shopping experience and brought a new synergy to the space. Our aim is to create a unique experience for retailers that are expanding their product range following the consumers’ behaviours to make their shop inspiring and offer newness.”

Pure London will also be launching a revamped content stage concept at the 2020 show. On the Main Stage, visitors will be able to view back to back catwalk shows and trend presentations. The Future Stage in the national hall has been renamed the Nomad Stage, providing a dedicated platform for industry leaders, personalities and changemakers to discuss pertinent and significant global topics in the industry, offer practical business advice and share their stories.

The show has also unveiled its newly optimised website, which hopes to act as a global fashion resource available 24/7, 365 days a year, by offering year-round inspiration, industry insights, education, and trend-led content whilst uniting brands with buyers, industry professionals, and sourcing managers.

Related Articles