The german company strauss direct is very successful in selling safety wear in times of financial crisis. Although the fashion industry has not been hit so hard like i.e. the car industry, the expansion of the company is remarkable. The setup of stores in the UK, the Netherlands and Austria shows the importance of taking risks in times like these. The sells show that strauss´s campaign seems to work quite well and may encourage them to expand abroad besides europe. It is clear that a company selling safety wear and work clothes has a great opportunity towards companys selling luxury articles like expensive cars, because people and companys always have to work and that for have to buy equipment.