By  on August 28, 2012

PARIS — European jeans retailers are choosing fashion over discounts as they ride out a difficult business cycle.

In contrast to the trend in the U.S., where back-to-school and fall denim sales have become increasingly promotional in recent years, Western Europeans are upping the fashion ante to generate sales, injecting heavier doses of novelty and often turning to new niche resources, such as Orjan Andersson and Koral. While more traditional blues continue to work their way into stores’ assortments, generous doses of dramatic colors, such as cobalt blue, remain important and there’s openness to new silhouettes.

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