"At that time Chinese didn't to want to buy clothes by Chinese designers, " she recalls.

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Mr Prescott claims that the male geeks in his office have realised that they can reduce the risk of being laughed at for their fashion choices by posting pictures of clothes they want to buy in advance, to see what reaction they get before they splash the cash.

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Their shops must focus on those things, such as expensive clothes and gadgets, that customers will want to try before they buy, and for which they will pay extra, such as advice from competent sales assistants.

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