Introduction /Event Background To begin with, a brand is a commodity, service or a company characteristic that distinguishes it from other commodities or companies; it is the name or a symbol that identifies one product or services from the others in the market. Big brand names have been developed over the years to create the right identity and market it effectively. A product brand is the result of all the efforts and ingredients put in the product and presented in its name that helps the buyer easily recall and recognize it. It also helps the sellers increase the market reach, thereby minimizing on the marketing costs of the product (Randall, 2000). The Pure Fashion trade fair is, perhaps, the most attended trade fair in London, and its main feature is the exhibition of the latest fashion brands. The event attracts more and more participants as its popularity rises. The British Council oversees the growth and development of fashion industry in London. In 2009, there was a spectacular twist in the fashion fair in that both the Council and the trade show were celebrating their 25 th Anniversary. It must be noted that there is a high level of competence in this event. With over 1000 designs being exhibited, this trade fair appealed to traders, buyers and all other stakeholders. Here, emphasis is given to the latest fashion discoveries as there is increased attention to innovativeness and creativity. The event is held with high esteem at Somserset House located on the Strand ( London Fashion Week Dates n.d.). The display of style at the trade fair gives participants a feeling of endless partying. Observations from the London Fashion Week The London Fashion Week brings out a combination of style, art, creativity and the use of technology, especially in sales and marketing (Saviolo, 2002). This year, apart from bringing together the best brands, the fair attracted some of the worlds well known designers, such as Matthew Williamson, Kinder Aggugini, Mulberry, Vivienne Westwood, Nicole Farhi, Jaeger, and Paul Smith, among others ( The Londoner’s Guide to London 2012). One of the key things to note is that its main targets are buyers and sellers Also, in this year’s event, models portraying some of the most sophisticated designs went the catwalks a number of times each day. One of the conspicuous shows put up in this category was the set of Jewelry showcased by Catherine Parr and Inouïtoosh ( Pure London 2012 – Accessories Scene Fashion Show 2012). They put up an unbeatable jewelry that included a set of well cut skull necklaces that were enlightened with bold and bright colors. It was the kind of outfit that reveals a strong fashion statement (Saviolo, 2002) There was also the introduction of diamond sets that had been creatively blended with gold and silver pieces. An Italian leathered bag and luxurious gloves by Ruby were significantly prominent as well. There was also the maiden entry by Lulu Guinness with what was introduced as the Becksondergaar (Mestrovic, 2012) . The catwalk did not fail in presenting well-rehearsed choreographic showcases. A fashion show in any modernized or developing market may be incomplete without the WSGN report. It was notable that organizations were furnished with almost customized reports on their products where demonstrations of their market dominance and prospects were discussed (Mears, 2011). This underlined the imp