What is your current strategy to keep busy and continue surviving given the current economic conditions?

We are living in hard times, but to be true, we started in hard times. So best is to be optimistic and fight for things you believe in. It is now a part of my life. So I do not want to miss it. Under no circumstances.

How have sales worked out for you, how important and necessary of a retail tool is it? What sort of effect will these massive sales throughout retail affect the consumer when things pick-up again?

Sales were pretty stable. We have the big luck to be one of the first in our country with what we are doing. Sure, the cake did not grow over the time like companies thought, but we done our best to serve a bigger part of the cake.

Have you been more keen on certain types of advertisement or more willing to open up if you traditionally didn’t advertise?

I know you guys live from advertising. And we are all in one system. We have to work close together. But one point is fact: times are changing. Websites like yours changed the view of fashion. You are the newspaper of the people out there in this material. We love to create news instead buying news. But we love to support in other ways, the system.

What sort of lasting effect will the current situation have on your business/direction down the road?

We are sure, that what we are doing is a stable way of business.

What sort of positives can you draw from this economic downturn if anything?

The market gets cleaned. It is like a reset button on a computer. You start again or not.

In the current economic landscape, what sort of styles do you feel are an easier sell, has buying become a little more commercial?

Sure, people buy over the price. But we are happy to be not so much depending on mass products. So we can still be true to our concept. It is like a fond. We have a good mixture.

How do you approach risk-taking in this environment?

We minimize risk. We do not buy in stuff where we think it will not work.

With many people stressing that through hard-times emerges new creativity and opportunity, how true is this?

I am sure under hard-times you are forced to find new ways. You have to be creative to survive. But if I had the option I would go for the Easy-Times.

[Smiles]

For small start-up brands, do you have any suggestions given both saturation and economic factors breathing down their neck?

Minimize cost at this time and try to survive at minimum. Wait for better times and come back in full effect. But do not quit if you trust in your work.

Although a relatively general question, what has had the biggest impact