The great majority of French people are still turning up their noses at daringly cut clothes in delicate fabrics - in contrast to the Italians, who can't get enough of them. The French just don't get it, and designers are furious. 'The market for men's clothes in France is the hardest in Europe,' says Jeff Sayre, an American stylist at Georges Rech. The German male spends twice as much on clothes as his French counterpart, who still shies away from bright and lively colours. Nothing could make people happier beyond the banks of the Rhine and in Scandinavia. All the same, a big effort is being made to explain colour to the French. Gently. Lots of stores, like the Daniel Cremieux chain, have altered the way they display their collections. Now everything is classed by colour, and not by the type of clothing.
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