The fashion trade show landscape is shifting with a major merge set for February.
- Pure London will join forces with Moda and Spring Fair at Birmingham’s NEC in a bid to centralise opportunities.
- This merger follows closely on Hyve Group’s acquisition of Just Around the Corner, indicating a strategic consolidation trend.
- Participants express mixed feelings about the changes, balancing potential for growth with logistical concerns.
- The industry anticipates whether this shift will draw larger buyers, crucial for expanding commercial outreach.
The women’s fashion trade show Pure London is gearing up for significant changes as it plans to merge with Moda and Spring Fair at the Birmingham NEC in February 2025. This strategic move by Hyve Group aims to create a more unified platform for fashion buying and retail, following their recent acquisition of Just Around the Corner in 2023.
Tiffany Moore, who owns Renes Fashion, is considering how this shift impacts her approach to trade shows. She has previously visited both Pure and Scoop, but did not finalise any orders. “Birmingham serves as a middle ground,” she noted, highlighting its geographical advantage, though expressing concern that separating Pure and Scoop adds complexity.
There is a growing sentiment in the industry that bringing multiple shows under one roof could enhance business efficiency. Moore suggested that the current competition among shows might be counterproductive, indicating a preference for the consolidated approach. Some agents are continuing to leverage their own showrooms in London for convenience.
A director from a women’s fashion brand noted past challenges with foot traffic at Pure London and is hopeful the merger will attract more established buyers. Securing interest from significant retailers like Next and M&S could define the success of the newly combined show.
Amy Newman from Ed in East Dulwich remarked on logistical challenges, as combining fashion and gifting in one visit necessitates extended stays in Birmingham, which is less convenient than visiting London showrooms.
Footwear agency 33 Joints, led by Antony Nathan, is contemplating a return to Moda x Pure if it proves to generate excitement and a strong turnout. Nathan emphasised the evolving nature of buyer interactions, highlighting a broader shift towards online discovery, including platforms like Instagram, suggesting that shows need to enhance their experiential offerings.
Jackson Szabo from Hyve Group conveyed that aligning Pure and Moda with Spring Fair seeks to maintain their leadership in fashion events by adapting to market changes. This strategy is designed to keep delivering essential commercial opportunities to brands and buyers eager for consolidated, dynamic market spaces.
As the fashion trade show landscape evolves, the industry watches closely to see if these ambitious consolidations will meet expectations.
