Pure London is merging with Moda and Spring Fair for a new show at Birmingham’s NEC in February 2025.
- The fashion trade show landscape is evolving with strategic mergers like Pure and Moda.
- Industry professionals are rethinking their trade show strategies due to these changes.
- There are benefits and challenges associated with moving trade shows outside of London.
- Stakeholders share mixed reactions and plans, highlighting convenience and logistical considerations.
Pure London will merge with Moda and Spring Fair at the Birmingham NEC from February 2-5, 2025. This strategic merger aims to create a more integrated buying space for fashion retailers, reflecting the evolving market conditions. The initiative is driven by Hyve Group, which acquired Just Around the Corner in 2023 and merged it with Pure London.
Tiffany Moore, owner of Renes Fashion, is reconsidering her attendance due to the geographical shift. She noted, “With Pure moving to Birmingham, I will probably have a look and see what’s going on. Birmingham is in the middle of the country so a kind of middle ground for everybody.”
Many in the industry, like Moore, see potential in consolidating shows under one roof, reducing competition between overlapping events. Yet, Moore also points out the convenience of showroom appointments in London as an alternative to attending dispersed events.
One womenswear brand director expressed hopes that the combined event will attract more prominent buyers, enhancing the show’s value. The director emphasized the importance of drawing larger retailers like Next and M&S.
Amy Newman of Ed in East Dulwich articulated logistical challenges, particularly the difficulty in covering fashion and gifting sections in one day, necessitating overnight stays in Birmingham. This inconvenience might prompt a preference for visiting brand showrooms in London instead.
Antony Nathan from 33 Joints highlighted the challenge trade shows face due to shifts in purchasing behaviors, with more buyers discovering brands online. He noted the importance of making trade shows engaging experiences to entice attendance.
Retail portfolio director at Hyve Group, Jackson Szabo, underscored the importance of adapting to industry changes to maintain leadership in fashion events. Positioning Moda and Pure together aims to harness integrated opportunities for brands and buyers.
The merger of Pure London and Moda at NEC Birmingham represents a significant shift in the trade show landscape, offering both opportunities and challenges for fashion retailers.
