The womenswear trade show scene is experiencing significant changes.
- Pure London is set to merge with Moda and Spring Fair at Birmingham’s NEC in February 2025.
- Premium womenswear show Scoop remains scheduled at Olympia West.
- Concerns regarding the efficacy and logistics of trade shows are rising among brands and buyers.
- Hyve Group aims to enhance the integrated fashion trade show experience.
Pure London, a prominent event in the womenswear trade show calendar, will join forces with Moda and Spring Fair at Birmingham’s NEC from 2-5 February 2025. This strategic move follows Hyve Group’s acquisition of Just Around the Corner in August 2023, resulting in the creation of Pure London x JATC. From 2025, JATC will be merged into Moda x Pure, anticipating a more consolidated event.
Additionally, the premium womenswear event, Scoop, will continue its scheduled proceedings at Olympia West from 9-11 February 2025. Concurrently, Source Fashion is set to take place at Olympia London from 18-20 February 2025, maintaining its distinct positioning in the industry.
Tiffany Moore, the owner of Renes Fashion, a Lancaster-based womenswear independent, is re-evaluating her participation in upcoming trade shows. She remarked, “I went to Pure and Scoop in the summer. There was a good atmosphere but I didn’t write any orders. Moda is always one I missed out on because you can’t do them all.” The relocation of Pure to Birmingham presents a potential opportunity for her to reconsider her attendance, given its central location.
Moore advocates for greater consolidation within the trade show arena, noting that competitive dynamics can sometimes detract from business efficiency. She highlights the convenience of viewing agents’ showrooms in London as an alternative to attending multiple dispersed trade shows. Moreover, Harrogate Fashion Week emerges as an increasingly pivotal event for her business strategy.
Feedback from another womenswear brand director revealed concerns about low footfall in past exhibitions at Pure London. There is optimism, however, that the upcoming consolidated event will attract larger retailers and more buyers. The director notes, “If you can get bigger buyers from Next, M&S or some of those names, then I think it would be a show worth going to.”
Hyve Group emphasises that these changes are intended to reinforce Spring Fair’s reputation as a key destination for the fashion sector. The evolving market landscape requires a more united and efficient purchasing environment for fashion retailers.
However, Amy Newman, a buyer at the lifestyle independent Ed in East Dulwich, London, expresses logistical challenges. She mentioned that their visits to Pure for fashion and to Spring Fair for gifting would necessitate an overnight stay in Birmingham, potentially complicating plans. Newman suggests that showroom visits in London might offer a more practical alternative.
Antony Nathan, managing director of footwear agency 33 Joints, reflects on the shifting dynamics of trade shows. Having previously exhibited at Moda, Nathan is considering a return to the revamped Moda x Pure event, motivated by its potential to revitalise interest and generate notable attendance. The anticipated increase in footwear presence and Pure’s catwalk showcase are potential draws.
Nathan further observes a shift in how brands are discovered, with digital platforms like Instagram playing a significant role. The need for trade shows to offer more than just product displays is underscored; they need to create an engaging experience to attract attendees.
Retail portfolio director at Hyve Group, Jackson Szabo, contends that as the industry evolves, adapting offerings is essential. By aligning Pure and Moda with Spring Fair and focusing on premium fashion events in London, Hyve Group aims to sustain the commercial opportunities that brands and buyers seek.
The forthcoming consolidation of Pure London with Moda and Spring Fair marks a pivotal development in the trade show landscape, potentially setting a new standard for the industry.
