WGSN trends put the spotlight on versatility AND Dr Pam Hogg calls out to retailers to champion new designers
The first two days of Pure London have been full of energy and positivity as soon as the first visitors surged through the doors on Sunday morning. The creative mood has continued on the catwalk with visually inspiring and uplifting trends, the SS18 Buyer’s Briefings by WGSN, a heartfelt keynote address by Dr Pam Hogg and an inspiring and humorous interview with Henry Holland – all delivered to packed audiences.
Bringing together key players in the industry from across the UK and abroad, a busy day of buying from retailers including Fenwicks, Harrods, Hoopers, Vanilla, The Dressing Room, Sunday Best, Asos.com, and Browns was accompanied by an informative and creative program of on-stage content. After revealing her unorthodox approach to fashion design and career history, Dr Pam Hogg urged retailers to champion new designers and to offer the consumer something to feel excited about.
Hogg said: “If we keep offering the same thing that’s all your customers can buy and it becomes stagnant. Offer something new and unknown. If you buy safe that is all people will buy – add pieces to your shop utilizing new designers and help new designers grow. Reserve a place in your store to champion new designers so things are kept exciting – think of it as brightening up your shop. Show you are adventurous!”
Mirroring Dr Hogg’s sentiments, Sara Maggioni, Director Retail and Buying at WGSN stated in her Buyer’s Briefing that consumers will be buying less but buying better. Versatility is key, seasonless and dual function items offer value for money and the blurring of genres and categories opens up cross merchandising opportunities.
On Monday Henry Holland took to the stage, interviewed by ES Magazine Editor Laura Weir, and highlighted the importance of being unique when creating a brand. He said; “I have been lucky in the development of the brand DNA, it’s playful sense of humour can be translated across different price points and product categories so find your authentic tone of voice, your point of view, and stick to it.”
Julie Driscoll, Portfolio Director at Pure London says; “Fashion is about innovation, creativity and individuality and there are plenty of opportunities to do business despite the seismic shift caused by Brexit. Retailers are excited by the chance to discover new UK and international brands and know they need to offer consumers not just value for money but something versatile and individual. We have seen this across the entire show this season and brands are delivering.”
On Sunday evening exhibitors gathered for the Pure London Display Awards to applaud creativity and celebrate the best stands, collections and service. The winners were:
Best in Womenswear – Goose Collection
Best in Menswear & Athleisure – TrixTa
Best in Accessories & Footwear – E Barrito
Best in Show – King Louie
Best Premium Emerging Designer – DB Berdan
Rose Everduin, Sales Manager at Best in Show winners King Louie said; “We’re so happy, not only has the show been really busy with new, existing and international customers, as a special surprise we won Best in Show for the third time.”
A successful first day ended with an incredible live performance by up and coming artist Lauren L’aimant who performed her debut single Family as part of the Million Makers project fundraising for The Prince’s Trust.