Press release: May 2017
As the global demand for fashionable active wear continues to soar, the Athleisure section at Pure London now boasts an edited collection of established, international, British, and emerging brands offering sportswear, activewear, swimwear, underwear, and outdoor kit including O’Neill, Miss Runner, Fusionwear by Arys and Tenn Outdoors.
Athleisure has created a fundamental shift in consumer shopping behaviour whilst retailers, from multiples to independents and e-commerce, are altering their buying strategies to reflect demand. Worth £200billion, the athleisure segment has grown by 42% over the last seven years and is predicted to grow another 30% by 2020*.
Matteo Perrone Young Fashion & Athleisure Manager at Pure London adds: “No longer just a trend, Athleisure has become a way of life representing a substantial market and huge potential for growth. With 52% of consumers buying sportswear for non-sports use*, brands and retailers can’t afford not to be part of this hugely popular and developing sector. The Athleisure section at Pure London continues to grow and offers an exciting and dedicated platform for new and established brands.”
Laurence Morse, Country Manager UK & Ireland at O’Neill who shows at Pure London for the first time says; “With O’Neill Active expanding each season, the Athleisure section at Pure London is a natural fit for the brand. Continually introducing new product lines, our multi-purpose collection is motivated by comfort, energised by fashion yet packed with innovation. Focusing on trans-seasonal trends and versatility, O’Neill Active is attracting new customers across the UK who are growing their activewear offering.”
Deryane Tadd from The Dressing Room in St. Albans adds; “We have seen a marked increase in customers buying into activewear, most of whom are incorporating sportswear into their daily fashion wardrobe and buying pieces at the same time. We’ve introduced some exciting new activewear brands and have created a dedicated space in the shop. We’re really looking forward to visiting the athleisure section at Pure again this July.”
The Athleisure section also provides an exciting platform for buyers seeking out new British activewear brands including Bellum Active, ACAI Activewear, Jilla Active, ILU Fitwear, and TENN Outdoors. While Scandinavian activewear brand Pure Lime returns to Pure London this season, keen to tap into the continued demand and dedicated spaces many retailers are now devoting to athleisure.
Olivia Cantillon, Director of the recently launched online fashion store ownthelook.com believes athleisure is now a key core category within retail. “Women especially, are transitioning their sportswear into daywear and providing brands that cater to this trend is key for us. We’re largely looking to expand our sportswear offering and Pure London is our first port of call for this.”
Pure Lime also acknowledges that the athleisure section at Pure London is the destination for buyers to visit. Martin Hudson, Managing Director at Pure Lime said: “It’s a destination for the buyers to come to and it’s a great way for us to meet them. A number of people came to see us and said they came here because of the Athleisure section.”
Other brands confirmed include Zeneo, Eivy, and Fusionwear by Arys.
Inspiration and innovation will also resonate across the eclectic brand offering, with a strongly edited collection of over 800 global brands showcasing their latest collections, many of which can be discovered exclusively at Pure London. Responding to market demand, Pure Man, the show’s dedicated menswear section, will continue to grow this season, adding to the comprehensive collection of womenswear, footwear and accessories.
The next edition of Pure London will take place from 23rd – 25th July at London Olympia. For more information, visit www.purelondon.com.
* Source Morgan Stanley, 2015
* Source: Mintel, 2016
For press enquiries and images, contact Philippa Suitters at Good Results PR:
philippas@goodresults.co.uk or 0203 397 5180 / 07866 362980
NOTES TO EDITORS
About Pure London:
Pure London is the UK’s leading trade fashion buying event, representing womenswear, menswear, footwear, accessories and young fashion. The show offers buyers from UK and international independents, multiples, department stores, etailers and mail order, the opportunity to discover collections launching for the season ahead, attend catwalk shows and hear from their peers and other industry experts in valuable seminars and workshops. Pure London is an Ascential event. www.purelondon.com
About Ascential plc
Ascential plc is a global business-to-business media company that informs and connects the business world in 150 countries through market-leading Exhibitions & Festivals and Information Services.
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