Vogue’s Alexandra Shulman offers thoughts on fashion ahead of Pure London talk

Vogue editor Alexandra Shulman, who yesterday announced her departure from the magazine she has edited for 25 years, has revealed her thoughts on the future of the fashion industry in an exclusive video ahead of her keynote interview at trade show Pure London next month.

Shulman will appear on the main stage at the London Olympia show on Sunday 12 February at 3.20pm and in the preview video shot at Vogue House she talks about the importance of independent retail, the high street versus the luxury consumer and the growing importance of Asia on the global fashion stage.

Around 80% of visitors to Pure London are independent retailers and Schulman said they were vital to the fashion industry. “If fashion is going to survive and thrive, independent fashion retailers are incredibly important. They have a breadth of vision. You get more diversity, and the idea of individuality is very very important,” she said.

She added that the motivations of the high street consumer and luxury consumer were essentially the same. “They want value for money, they want an enjoyable experience – whether that be online or offline – and they want a feeling of pleasure from the purchase. [As a retailer] that feeling of making sure that the customer feels like you value that connection is very important at every end of the market,” she said.

Looking forward she felt that Asia would continue to grow in scale and in confidence. “At the moment, there’s a lack of confidence in the East in what their brands actually represent, but I reckon in another 10 years that will have changed,” she said.

Shulman has also promised to share more insight with the audience on her 25-year career at Vogue, which will come to an end when she stands down in June. Her departure was announced by publisher Condé Nast yesterday and news of her successor will be announced later this year. Names believed to be in the frame include current Vogue deputy editor Emily Sheffield, LOVE editor in chief Katie Grand and Porter editor in chief Lucy Yeomans.

Pure London features brands in the womenswear, menswear, footwear, accessories and young fashion sectors. Innovations this season include a new section dedicated to Athleisure and an expanded menswear offer. To register to attend visit the Pure London website.