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Young branded fashion grows at Pure London

Apr '10
This August 1-2-3 2010, Pure London will welcome the largest offering of young fashion brands in the UK, with Label and Spirit taking over the entire National Hall of Kensington Olympia.

After the successful launch of Label last season, recent buyer research conducted by Pure London showed 92% of all respondents stated that they wanted to see Spirit and Label together under one roof. With this in mind Label will now have a new home sitting alongside Spirit, filling the entire National Hall with over 200 brands.

Label is the home for predominately forward order men's and women's young brand fashion; while Spirit is for young womenswear brands that tend to work closer to season.

“Spirit and Label co-locating in one hall is a great idea. The atmosphere that Spirit had would be there for Label as well and it would be much easier for us to do our men's and ladies buying as we would see it altogether rather than separated out.” commented Claire Wood, Altered Egos.

With visitor numbers rising year on year, up by 23% in February 2010 compared to February 2009, it was a highly successful autumn/winter edition of Pure London. The Young Fashion section has doubled in size over the last two years with the number of brands on show increasing from 63 to over 170 last season. August 2010 will see the Spirit section re-edited meaning brands will be housed by price point and style, enabling buyers to better navigate their way around the hall.

The hugely popular Spirit section will continue to offer up to theminute trend-led womenswear brands. Already confirmed include Rare, Forever Unique, Gia London, Pretty Disturbia, Yumi, Motel, Ruby Rocks, Darimeya and Orion London. Already signed to show under the Label section is regular to the show Desigual. Desigual will sit alongside branded fashion labels such as Iron Fist, Chimpanzee and Skunkfunk.

“It's so much better to have all the brands under one roof instead of going from one showroom to another with the chance of missing something, “ stated Alfie Hope from Jazz Clothing. Over 4500 visitors in February 10 indicated they have an interest in young fashion. Jan Shutt owner of Sunday Best opened Diversion last year to take advantage of the rise in popularity of young fashion brands with her customers. 'The show was absolutely fantastic! The Spirit section is always brilliant, a very strong selection of young brands. It is an essential date in my buying calendar. I spend two full days there and could have easily come back for a third day....'

Samantha Bleasby, Event Director, comments 'Buyers want a mix of quick response type brands but also strong forward orders brands. For August we are excited to announce that Spirit and Label will co-locate under one roof, making the buying and navigation of both men's and women's lifestyle brands even easier.'

The Young Fashion Catwalk will take place twice a day alongside a comprehensive Young Fashion seminar programme, providing unrivalled trend forecast predictions exclusively to retailers.

Pure London

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