Pure London will move to Birmingham NEC in February 2025, becoming Moda x Pure. This strategic relocation aims to enhance the buying experience for fashion retailers and adapt to market changes, while continuing to celebrate Pure’s longstanding heritage in the fashion industry.
Hyve Group has announced that the womenswear trade show, Pure London, will relocate to the Birmingham NEC, alongside Moda and Spring Fair, starting February 2025. The event will be rebranded as Moda x Pure, following the conclusion of Pure London x JATC at London Olympia. This shift aims to create a more integrated buying environment for fashion retailers and to fortify Spring Fair’s role in the fashion industry. The move is influenced by current market dynamics and a shift towards increased relevance for London-based buyers.
Jackson Szabo, retail portfolio director at Hyve, highlighted the significance of Pure London’s legacy over the past 30 years, recognising the need for evolution in its format to remain viable. The next Moda x Pure will take place from February 2 to 5, featuring Pure’s catwalk and expert insights from a trends partner to help brands navigate the current industry landscape. Gloria Sandrucci, event director, emphasized the importance of this transition in continuing Pure’s innovative spirit. The London venue will still host Scoop International and Source Fashion events in 2025.
Pure London, a well-respected trade show in the fashion industry for over three decades, has historically served as a platform for both local and international brands. The decision to move the event to Birmingham NEC comes amidst a need for adaptation in response to market changes and buyer needs. By integrating with Spring Fair, Pure aims to enhance its relevance and offerings to modern fashion retailers while maintaining its heritage.
The relocation of Pure London to the Birmingham NEC as Moda x Pure marks a strategic shift to meet evolving market demands. This move aims to create a more cohesive buying experience for fashion retailers and to leverage Spring Fair’s existing buyer base while honouring Pure’s historical significance in the industry. Upcoming editions will focus on innovation and insights to stay relevant in a competitive landscape.
Original Source: fashionunited.uk