Pure London AW18/19 review

We’re back after Pure London AW18/19 and we were encouraged by what we saw.  A respectable footfall, innovative fashion styles and a well planned layout all made for a coherent, solid show.

The key question was whether the decent footfall was being translated into written orders. The answer would be yes if the brands we talked to are any guide. Whilst no one was uncorking the champagne, no one was complaining either. We can best describe the show as solid and steady.

Key trends for AW18/19? Long flowing dresses, scarfs and coats; autumnal hues with burnt ochres and vintage deep greens; and also the return of faux fur.

Other key points:

  1. Whilst the show was for ‘AW18/19’, there were lots of summer styles, t-shirts and similar garments on display. Fast fashion and just-in-time ordering is clearly having an impact on the traditional selling seasons. It’s not as cut and dried anymore.
  1. Customer returns continue to be a real pain for brands. Some are countering this by including an element of stretch fabric in their garments and making them slightly over-sized. One brand we know found this strategy to work well, significantly reducing their number of returns.
  1. There was a good balance of brands and Pure was divided thoughtfully into different sections. The event was well put together. The speaker programme was also excellent but Pure needs to expand the seminar areas – the talk we attended on Instagram was standing room only and packed. And not for the first time. Come on Pure, more seats please!
  1. As the UK’s leading vendor of off-the-shelf fashion stock control, wholesale and concessions software, it was also wonderful to catch up with so many of our client brands like Religion, Smart & Joy, GoldKid London and many others. We were pleased to see them doing well.
  1. A big thank you to Pure’s organisers. We’re always treated very well at Pure. You know who you are! #thanks.

If you missed us at this week’s show but would like to receive a live demo, we’d be pleased to meet up. Simply contact us on 01234 761 757 or email . Otherwise we’ll see you at Pure SS19 in July.


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