Swedish fashion company H&M on Saturday open sits flagship store in Tokyo's Shibuya district. The company, which made its debut in Japan last autumn with a store in Ginza, also has other stores in Harajuku, Yokohama, Saitama (Shin-Misato) and plans to open another in Shinjuku on Nov 14.
The Shibuya store covers 2,800 square meters. Floors one to three are for women, and the 4th floor for men. H&M PR manager Mie Anton said H&M is selling an underwear line for the first time, while the Yokohama store -- which opened on Sept 5 -- has a children's line.
"Merchandising varies a little at each store," Anton said. "We have been in Japan for only a year but the response has been overwhelming. That is probably still due to the opening effect but from now on, we will get a better idea of what customers want."
Despite the recession, Anton said H&M is confident of success without resorting to price markdowns. "Our concept of providing fashion and quality at the best price is what we do best. We never say we provide cheap clothes; it’s always the best prices for quality level."© Japan Today