when we first satrted, or my parents first started the lingerie business, they were targeting all of the consumers. the luxury, the medium and value brand. when i moved to dubai, it worked in the beginning but there was a big influx of stores. i decided to cut that part of the business out and i focused on the d cup up to the k. if you think about that -- d, e, f, g, h, i, j, k. changing the customer base was not easy. we had to lose out on some of our loyal customers that were used to the medium and value brands. it was a big risk. right now, we are in a very strong position and we can see that it was extremely successful. so now we're focused on one customer target. we can finally have an emotion ied up to the brand. that emotion will be, what is your love story? since k. lynn started from a love story. haslinda: that is slightly different than victoria's secret, for instance, where they use angels, beautiful models. linked to perhaps a celebration. christopher: they really focus on a younger consumer. their main target is 28 and below, while ours is from 28 up to 70's and 80's. be