With a marketing mix of vogue, music and entertainment NewYorker attracts the young customers away from its competitors. The formula is fast, but the styling cannot be really called "forward". The German fast-fashion chain NewYorker now openly challenges Zara and H&M. In 2008, the number of outlets in Europe must approach eight hundred. The forthcoming expansion will not skip Bulgaria. According to the country's media, NewYorker is actively seeking personnel to open a regional representative office.