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Interview with Julie Driscoll

Julie Driscoll
Julie Driscoll
Portfolio director
Pure London
Pure London

Shopping has become a key leisure activity and an important part of peoples' lives
The fashion inspired trade show, Pure London, showcases premium, directional and contemporary womenswear, menswear, young fashion, accessories and footwear. Julie Driscoll, Portfolio Director, Pure London discusses the British retail industry.

What are you expectations from the upcoming Pure London fair?

We are always looking to refresh the show and provide something new to visitors, so the show floor is always changing with new brands, new trends, new layout and new decor. In the coming weeks, we will also be announcing some brand new feature areas.
 

How many brands are participating and how many exhibitors are expected? What is the difference in this number compared to last time?

We have over 700 exhibitors participating and expect to see over 10,000 visitors walk through the halls of Pure London.

What is the percentage of brands exhibiting womenswear and menswear at the trade show?

We have over 600 womenswear brands, including footwear and accessories. We also have over 60 menswear brands.

Please provide us an overview of the British fashion industry.

Retailing occupies a large and vital part of the economy of the United Kingdom, but for the local consumer, shopping has become a key leisure activity and an important part of peoples' lives. More than a third of all consumer spending in the United Kingdom go through retail business. Fashion is one of the key drivers. Retailing in the United Kingdom, like most countries around the world, has had to adjust to changing needs and buying habits of the consumer. Re-shaped by the global economic crisis of 2008 and now the digital revolution that has created new online channels, the consumer is very much in the driving seat.

What influence will Brexit have on the fashion retail industry of your country?

Pure London, now in its 40th edition, is and will continue to be a constant and consistent companion to international brands seeking exports. The fashion market in the United Kingdom is the strongest market in Europe and Pure London gives international brands an unrivalled platform to access exports. In turn, our local retailers are continually seeking newness to feed the appetite of the ever increasing trend-focused consumer. That is very unlikely to ever change. We will have a Brexit discussion with four leading industry experts Pure London show, to be held soon.

From which countries do most brands come from?

We will be showcasing exhibitors from across the United Kingdom and from other countries. We have confirmed over 300 European and international brands and over 500 brands from the United Kingdom. Our visitors rely on the show for both 'home grown' products and new collections. Collaborating this season with influential associations from around the world has allowed us to take everyone on a truly global journey. We bring the very best from Korea, Romania, South Africa and Turkey in addition to all the European and British brands who continue to support Pure London.

What are the emerging trends for SS17/18 in terms of fabrics, colours, prints, and silhouettes?

Our theme, A Life Less Ordinary, has stemmed from WGSN's (World's Global Style Network) trend forecast for Spring/ Summer 17. Inspired by South America, the new theme reflects bright, vivid, bold colours and patterns derived from this culture. The individuality of the new theme will stand out, allowing brands to express themselves freely and creatively. This new edition of Pure London will reflect a celebration of culture from around the world.

Are there any special trade sections that are more popular than the rest?

At Pure London, womenswear is always our main sector. Footwear, accessories and menswear brands are growing year-on-year and we will continue to develop the show.

How has the response been at Pure Shanghai after two years of its launch?

We are pleased and excited with the results. Pure Shanghai is going from strength to strength. The appetite for international brands is huge and at Pure Shanghai, Chinese retailers can find an edited selection of international brands and designers they have not ever heard of before. We are definitely looking forward to the next edition which will take place from 11-13 October 2016 in Shanghai, right in the heart of Shanghai Fashion Week.

What kind of technology and innovations can one expect from brands displaying at Pure London?

Our retail ssolutions section will feature in the upcoming July 2016 show delivering services from Point of Sales (POS), lighting, flooring, rails, through to transport, logistics, delivery and even marketing, accounting and finances. This dedicated area has been built to enable directors and decision-makers from independent retailers to meet with retail solution providers; meeting a clearly defined gap in the fashion market in the United Kingdom.
Published on: 25/07/2016

DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.

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