Review
MODA at the NEC
“I
always dreamed of these shows
working with each other, because
they’re so very different,” says Julie
Driscoll, UK regional director at ITE
Group.
ITE Group acquired much of
Ascential’s exhibition business, including
Spring and Autumn Fair, in the summer
of 2018. It was at once clear that
Ascential’s Pure London fashion event
would have clear synergies with ITE’s
existing fashion portfolio, which includes
MODA in Birmingham, and high-end
events Scoop and Jacket Required.
Driscoll, who previously managed Pure
London at Ascential, is now leading the
process of integrating and growing the
ITE fashion brands.
“We firmly believe that the fashion
events are better together. It’s better for
our exhibitors and better for our visitors,
because we can direct exhibitors to
the right show for them,” she tells EN.
“What’s been uncovered, now that we’ve
‘deduped’ the visitor base is that there is
very little crossover between each of the
visitor groups and indeed in terms of the
exhibitors,” she tells EN. “That gives us a
great opportunity to reinforce the DNA
of each and every show.
It’s really fantastic to be able to look at
the data and see a completely different
A common
goal
EN talks to Julie Driscoll, newly
appointed UK regional director
at ITE Group, about integrating
acquisition Pure London into the
organiser’s fashion portfolio
Julie Driscoll
visitor base and completely different
exhibitor base – what a joy that we can
really capitalise and work on each of
these shows.”
And what does Driscoll see as the
differences between the events?
“If you are a more commercial label
then Pure is probably right for you,” she
explains. “We can direct exhibitors to
the right show based on their business
objectives over the next year, because
some people really want to focus on a
southeast visitor base, which Pure is
really strong on. With shows such as
MODA you get a much more Midlands-
based, Irish customer base and northern
visitor base.”
Since the acquisition of Pure London
by ITE, the changes have been coming
thick and fast. Menswear brand MODA
Gent has become part of the London
event, as has childrenswear event
Bubble London, which was previously
discontinued by Ascential.
Another new addition has been the
‘Power of One’ campaign, which launched
last year and which aims to lead a more
transparent and sustainable supply chain
within the fashion community.
“That campaign has really been taken
to heart by the Pure community and as
a result we are partnered with the UN,”
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