He called well-known documentary producer Simon Chinn and asked for 15 minutes of his time.

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"There is clearly demand for Zara product online, " said Simon Chinn, retail consultant at Verdict Research.

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Searching for Sugarman was produced by Man on a Wire's Simon Chinn, while the UK could perform well in many technical categories - hopes are high for Jacqueline Durran for best costume (Anna Karenina).

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