The Fashion 100 is the first of its kind - curating a top 100 fashion pieces of the day lisy, which provides designers with an indispensable insight into what fabrics and colors are being 'wish-lished' the most in fashion items.
So, how does it work? The most popular fashion across the website will make up the daily Fashion 100. The list refreshes both daily and weekly, determined by what's being 'selected' by Pure London's global searchers. Essentially, the 250,000-strong group are clicking through fashion items and then adding them to an I-want-this type of list as a reflection of their taste.
According to Pure London, it could become the biggest product trending chart ever created in the fashion world.
“The PureLondon.com site will store 24,000 designs per season from across 800 brands, making it the biggest new product gallery in the UK,” the firm said online.
Designed to further assist buyers in their product searches, the Fashion 100 is broken down into different 'Top 100' lists: women's wear, footwear, accessories and youth. And, men's wear is to be added next February.
“The refreshed Pure London website is extremely visually-led and we have already had more than 50,000 image views by fashion professionals and buyers,” said head of retail brand marketing, Saul Leese.
“Fashion 100 will provide fascinating insight into what buyers are looking at and what's hot on the fashion barometer all year round, adding to PureLondon.com's 365, 24/7 content approach.”
The Fashion 100 site bowed in just in time for the latest edition of Pure London, the tradeshow which showcased Spring 2016 collections from over 800 brands. Day one saw Pure London launch the WGSN StyleTrial. According to Pure London, the trial quickly predicts how products will resonate with consumers, offering a fundamental tool for brands and retailers, who can gather feedback on appeal, age and size bias, and price perception from over 1 million panellists in the UK and US.
Over 50 exhibitors took part in the trial across the three days, spanning August 2-4, with brands including Ravel, Geox, Odd Molly, Lavish Alice, Traffic People, South Beach, Goldie London, and Lavand.
Again, it's this idea of helping brands make design choices, which will resound with the customer, based on what fabrics, colors and shapes are the most popular.
“One of the big challenges that our customers task us with is to provide greater certainty, quickly, on which of their lines or ranges will be a sales success ahead of us committing to all of the costs of manufacturing, shipping and stocking them in the stores,” said WGSN’s Thorsten Traugott.
“We think we are close to a solution with WGSN StyleTrial and have been working with a select few of our global retail customers - and now the exhibitors at Pure - to prove it using the wisdom of crowds and big data analytics."
Exhibitors were asked to bring two similar items in the same category along with a product description and recommended retail price. The two pieces were photographed to an e-commerce standard and uploaded into WGSN StyleTrial where they were tested against an online panel.
Results were delivered back to exhibitors in 24 hours, showing which product had the most appeal to consumers, the size options they preferred and their price perception.
“We’re delighted to have worked with WGSN StyleTrial to offer brands the exclusive opportunity to gauge consumer response to their new collections," said Julie Driscoll, Portfolio Director for Pure London.
"It has proved hugely popular among our brands at Pure London.”