The ITE Group, which owns several fashion trade shows in the U.K., is changing its name to Hyve Group. The group runs about 120 events – among them Pure London, Jacket Required, Moda and Scoop – in 14 countries. The rebranding is a late stage in the group's “Transformation and Growth” (TAG) strategy – launched in May 2017 – to elevate its portfolio of events to world-class status. Another important stage in the TAG program was last year's acquisition of Ascential Events, an international, digitally focused “information company” in product design, marketing and sales, with offices in 39 countries.