Tokyo's posh Ginza district, whose streets have drawn comparisons to Fifth Avenue, Bond Street and Rue du Faubourg, is transforming into a shopping mall showcasing the latest in low-priced, mass-produced clothing.
Giant flagship stores of casual clothing retailers have replaced older established tenants along Ginza's main drag, Chuo Dori, and are drawing crowds with their constantly changing lineups.
Established department stores in Ginza, threatened by loss of sales to the newcomers, are fighting back with strategies designed to win over quality-conscious shoppers.
But so far, it has been a friendly rivalry for survival on the prime real estate.
A senior official at a shopping association in the Ginza district said that as long as the newcomers agree to coexist with the old-timers, there should be no problem.
"A selfish business style is not welcome in Ginza," the official said.
The influx of casual clothing retailers started when Fast Retailing Co. opened a Uniqlo store on Chuo Dori in 2005.
The company plans to open a second shop about a block away in autumn 2011 as the main tenant of a new commercial building.
A Fast Retailing official said the two shops combined will serve as Uniqlo's "flagship Japan store."
The current Uniqlo Ginza shop, whose floor space was expanded last year to provide separate sections for men's and women's clothing, is one of the top Uniqlo shops in Japan for sales.
Many overseas retailers of casual clothing, also known as "fast fashion," have descended upon Chuo Dori: Spanish retailer Zara opened a store in April 2003; Swedish chain Hennes & Mauritz (H&M) set up shop in September 2008; and Abercrombie & Fitch, whose clothes are in the higher-end price range, followed suit in December 2009.
U.S. retailer Forever 21, whose sales pitch is providing an entire ensemble of clothes, shoes and a bag for just 10,000 yen ($114), made its Ginza debut in April this year.
A few blocks from Chuo Dori, near the Sukiyabashi Crossing in the same district, U.S. apparel retailer Gap plans to open its largest shop in Japan next February.
For retailers, entering Ginza is still seen as enhancing the image of the brand.
"It's like (opening on) New York's Fifth Avenue," said Tadashi Yanai, president of Fast Retailing.
For young consumers, the wide variety of clothes that they can afford in Ginza is a key attraction.
"Zara's clothes are simple design-wise, and it's hard to get tired of them. Abercrombie & Fitch's clothes are sophisticated while H&M's have a sporty look. Uniqlo's clothes are durable. With so much to see now, Ginza has really become fun," said a Tokyo office worker in her 20s.
Department stores are devising strategies to deal with the times, including a focus on the ritzy nature of the area.
Mitsukoshi department store in Ginza will open a new annex in September with a shop space offering products that reflect "Ginza quality."
A senior Mitsukoshi official said the new section will serve as a "stage for designers who are uncomfortable about fast fashion."
"Many shoppers in Ginza are searching for something other than function, price and trends and other such values," said Tatsuhiko Adachi, the store's manager.
Matsuya Ginza department store is also on the offensive. In May, the department store's men's clothing section featured a special sale of handmade suits each designed and assembled by a single tailor. All 300 of the suits, priced at a relatively high 37,000 yen to 47,000 yen each, sold out.
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Giant flagship stores of casual clothing retailers have replaced older established tenants along Ginza's main drag, Chuo Dori, and are drawing crowds with their constantly changing lineups.
Established department stores in Ginza, threatened by loss of sales to the newcomers, are fighting back with strategies designed to win over quality-conscious shoppers.
But so far, it has been a friendly rivalry for survival on the prime real estate.
A senior official at a shopping association in the Ginza district said that as long as the newcomers agree to coexist with the old-timers, there should be no problem.
"A selfish business style is not welcome in Ginza," the official said.
The influx of casual clothing retailers started when Fast Retailing Co. opened a Uniqlo store on Chuo Dori in 2005.
The company plans to open a second shop about a block away in autumn 2011 as the main tenant of a new commercial building.
A Fast Retailing official said the two shops combined will serve as Uniqlo's "flagship Japan store."
The current Uniqlo Ginza shop, whose floor space was expanded last year to provide separate sections for men's and women's clothing, is one of the top Uniqlo shops in Japan for sales.
Many overseas retailers of casual clothing, also known as "fast fashion," have descended upon Chuo Dori: Spanish retailer Zara opened a store in April 2003; Swedish chain Hennes & Mauritz (H&M) set up shop in September 2008; and Abercrombie & Fitch, whose clothes are in the higher-end price range, followed suit in December 2009.
U.S. retailer Forever 21, whose sales pitch is providing an entire ensemble of clothes, shoes and a bag for just 10,000 yen ($114), made its Ginza debut in April this year.
A few blocks from Chuo Dori, near the Sukiyabashi Crossing in the same district, U.S. apparel retailer Gap plans to open its largest shop in Japan next February.
For retailers, entering Ginza is still seen as enhancing the image of the brand.
"It's like (opening on) New York's Fifth Avenue," said Tadashi Yanai, president of Fast Retailing.
For young consumers, the wide variety of clothes that they can afford in Ginza is a key attraction.
"Zara's clothes are simple design-wise, and it's hard to get tired of them. Abercrombie & Fitch's clothes are sophisticated while H&M's have a sporty look. Uniqlo's clothes are durable. With so much to see now, Ginza has really become fun," said a Tokyo office worker in her 20s.
Department stores are devising strategies to deal with the times, including a focus on the ritzy nature of the area.
Mitsukoshi department store in Ginza will open a new annex in September with a shop space offering products that reflect "Ginza quality."
A senior Mitsukoshi official said the new section will serve as a "stage for designers who are uncomfortable about fast fashion."
"Many shoppers in Ginza are searching for something other than function, price and trends and other such values," said Tatsuhiko Adachi, the store's manager.
Matsuya Ginza department store is also on the offensive. In May, the department store's men's clothing section featured a special sale of handmade suits each designed and assembled by a single tailor. All 300 of the suits, priced at a relatively high 37,000 yen to 47,000 yen each, sold out.
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