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Pure fashion in city centre to help save shop from closure

A popular fashion store in the city has held a fashion show in a bid to raise awareness and save itself from closure.


Pure Collection, a women’s clothing store in North Street, has been threatened with closure in January by its head office.


Branch manager Suzanne Miller decided to hold a fashion show with the autumn collection to raise awareness of the brand.


Since its launch in 2002, Pure Collection has become one of the largest direct and online retailers of cashmere in the world but the Chichester store could hear next month if the shop will be closing.


One model, 93 year-old Chichester resident, Denise Millward-Oliver said:


“I have never modelled in my life. I have been walking up and down the hall.


“I absolutely loved it. I wasn’t nervous. I really like the outfit I modelled. I already have one just like it. I really like the skirt.


“We have got to help the shops, I am determined that Pure won’t close. I ordered something from Pure online before they opened here and since they have, I have been a customer ever since.”


A statement by the chief executive was read out at the show. It read:


“Negotiations with the landlord are still ongoing. Our decision to close could still be subject to review. It is very much down to the landlord at the moment.”


Suzanne added: “It’s been brilliant, so well supported. We offer 100 per cent customer service and make everyone feel individual.


“We’ve had around 80 people attend and even had a waiting list where I had to turn people down.


“We also had support from Purchases, CrimsonCraft Audio, Montezumas, Earth, Seed to Bloom and all the staff.


“I’d like to say a big thank you to my team as well.”


Sue Scanlon attended the show. She said:


“It was excellent. There some real classic looks which I really like.


“My friend who brought me here today has introduced me to Pure and I must say, I am very impressed.”


Sue Simpson, from Bognor Regis, also went along. She said:


“It’s a good thing to help promote the shop. It would be so sad if it closed down because so many of the really nice shops in Chichester are gone. Something has got to be done to encourage people here. It’s a lovely city.”


Held at Purchases Restaurant in North Street, the event used the middle of the eating establishment as a runway and modelled a variety of outfits to guests.
restaurant owner Danny Bullock said:


“It’s a good thing to support a fellow, local business. We work with each other and it’s something extra to offer and help cross promote each other. We can’t ignore all the shop closures anymore.


“We have to take action ourselves and help each other.”

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