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Mike Shearwood

Chief executive, Aurora Fashions

“From an economic perspective 2009 was a year of the unknown. Will 2010 be any different? Will a change in government bring about a change in the trading dynamics of the market? Will the government invest in youth and graduate employment opportunities which in turn will stimulate the young fashion market? Will the increase in personal taxation; the possibility of VAT increases above 17.5%; and the predicted inflation increase impact on the middle to upper part of the mid -market as disposable incomes become squeezed? Who knows. What we do know is that as retailers improve their game, customers’ expectations will rise and they will want better value, a better experience, better availability and better service.”

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