Pure London AW17 Review

We’ve just spent three full days treading the boards at Pure London AW17 and we’re glad to be using our hands on a computer keyboard rather than walking on weary legs. Our phone app tells us that we walked 45 kilometres over Pure’s three days!

As usual, Pure London was well organised and presented a dynamic, aesthetically appealing front for UK fashion. It’s a slick show by any measure. So let’s get down to our Pure London AW17 Review…

On the plus side, Olympia’s Grand Hall is a fitting architectural setting for such a prestigious fashion event. It never fails to enchant us. We also like Pure’s shuffling of the various stands and brands so that each show is fresh and given a slight facelift. That helps.

The Sunday was as busy as we’ve ever seen it. In fact, talking to the organisers, we were informed that Sunday 12th Feb was Pure’s busiest day ever. We’re not surprised, and a few brands told us that they had written quite a significant number of orders on that single day alone. Visitor numbers tailed off on the Monday and Tuesday, as did the orders apparently, but all told the attendance wasn’t bad across the three days.

On the subject of orders, we’ve never thought of Pure as the place where large volumes of orders are written. We feel this is more MODA’s territory. So it’s a good sign that Pure is starting to become a place where orders are written as well as brands ‘being seen’. A few brands, but not all, remarked to us that they had written a respectable number of orders over the show’s duration. That’s an improvement on previous years and something we noted.

As for fashion industry trends, we couldn’t help but notice that more and more brands are looking at production in or very near to the UK in order to cut the delivery time and thereby minimize the risk on forward stock.

This ‘fast to react’ and ‘fast to market’ is a significant trend that has been pushed to the fore by the growth in fashion ecommerce alongside heightened consumer expectations. The total time spent from design idea to the consumer wearing it has shortened considerably.

Zara has pioneered the ‘fast fashion’ shift but many brands are now following suit and it was no surprise to read an article in the London Evening Standard talking about this very topic. The feature in question covered Fashion Enter, a ‘sleek, modern workshop where skilled machinists, cutters and designers manufacture womenswear ranges for a host of big (UK) names’. We can see this trend growing further which can only be a significant boost for the UK economy.

Overall, we felt Pure London AW17 was a good, uplifting show and it was pleasing to see UK fashion in a strong, steady place.

If we failed to meet you at Pure, and you’re interested in i.LEVEL’s wide range of fashion software solutions, you can contact us on 01234 761 757 or email . We’d be delighted to talk to you and arrange a demo of our fashion stock inventory software and associated modules.

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