The recession in Italy has led to fierce competition between retailers, who are battling harder than ever to capture the attention of potential customers.

One shop in Rome has gone to the length of hiring a 'human mannequin' to live on a bed amongst customers.

The shop in question, '7 camicie' in Via del Corso, which sells shirts, has hired professional model and actor Paul Lahmiesc to ply their trade.

Tim Allman reports.