The star brand of American mall-style clothing — reputed for delivering runway looks at cheap prices — opened Thursday in Matsuzakaya department store in Tokyo's upscale glitzy Ginza district.
In a move symbolic of the shift to bargain hunting in slowdown-struck Japan, Forever 21 is replacing what was a Gucci boutique, packing five floors with colorful racks of 350 yen ($4) tank tops and 1,580 yen ($17) frilly skirts.
"It's a surprise to find good bargains in a department store," said Fusako Suzuki, one of the first customers, clutching her purchase of eight items, including socks and summer tunics, adding up to a thrifty 10,000 yen ($100).
"I used to go to expensive brands when I was single but not any more, now that I'm married," the 33-year-old pharmacist said of former favorites like Burberry.
The department store replaced Gucci with Forever 21 in the hope of drawing more business and is offering freebies and discounts to those who buy merchandise worth 2,100 yen ($22) at Forever 21.
The new Forever 21 store is just its second in Japan
Who said you had to spend a million bucks to look good!
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