When you are as vocal in the market as Stuart Alexander chief executive, Stuart Reid, you would expect your trade body to know the name of your company.

But not so at the Biba conference, it would seem. If you did manage to stumble across the broker's stand (it was hidden on the second floor) you could be forgiven for being oblivious to its existence.

For one night only, Biba's signage suggested that the broker had had a sex change: Stuart Alexander became Stuart Alexandra.