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Following successful debut, Pure Shanghai plans for 2015
17
Nov '14
Following a largely positive launch show in October 2015, organisers of Pure Shanghai, i2i Events Group in partnership with CCPIT TEX, now has plans underway for 2015.

The inaugural event, which was held over three days from 20-22 October, 2014, welcomed over 50 British and international brands, led by valuable seminars and trend-led catwalks at Shanghai’s New International Expo Centre, China.

Pure Shanghai was held to bring the concept of the long-established Pure London show to China, as a platform for global brands to build relationships with influential retailers, agents, distributors and press, in one of the most fast-growing markets in the world.

“With the brand-to-retailer relationship in China still evolving, Pure Shanghai proved a valuable event for brands to network and build contacts, with the potential for orders to follow,” the organisers inform.

I2i Events Group says the show has since received largely positive feedback from brands and buyers alike, while identifying areas for development ahead of the 2015 show, due to take place next October.

Nearly half of the exhibitor line-up were British brands, including established names such as Gina Bacconi, Jones + Jones, TFNC, Brodie Cashmere, Bodyfrock and Oh My Love London.

Adrienne MacAulay, Director of British womenswear brand Ness said, “We have used this platform as a ‘test shop’. I would never have expected to get an order here; it’s really about getting the brand out there and thinking about where I want the brand to be in five years.”

This was echoed by Sam Ubhi, Founder of premium accessories brand Sam Ubhi, who said, “Overall the show was better than expected. We saw boutiques, several agents and a department store. I was worried my price points would be too high, but I received a lot of interest.”

The eclectic mix of British and international brands were brought together on the Pure Shanghai catwalk, which took place five times over the three days of the show. The inspiring showcase featured fashion-forward SS15 collection pieces from exhibitors.

Brands featured on the runway across four dedicated themes; Soft Power, Cocktail Chic, Best of British, and Shanghai Street Style, included Maya Bash, Edith & Ella, Sarah Pacini, Vanessa G, Lucien, Jovana, TFNC, Ziztar, Zyga and CATHs Belgium.

The show offering, along with business matchmaking hosted by the China-Britain Business Council (CBBC), delivered visitors from online giant Tmall, iLUXDAY, Estate, D2C and other multi-brand buyers.

“This has been a good initial step for us to further build on Pure Shanghai and we are working with our Chinese partners on our joint strategy and how we further improve and develop for the October 2015 event,” Katy Roberts, Event Manager for Pure Shanghai at i2i Events Group said. (AR)

Fibre2fashion News Desk - India


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