After H&M in 2008, Forever 21 had a very strong start in Tokyo at the end of April 2009. The first Japanese store for the US apparel chain opened on the first day of Golden Week, about 2,000 to 23000 people queued hours prior to the actual opening. Forever 21 was hopelessly crowded all day, 4 weeks after store opening still long queues are seen in front of the store. Security is warning those joining to expect a three hours wait.

“It’s a big market in the world so it’s a place we want to play,” Larry Meyer, executive vice president of Forever 21.

The initial response from customers looks positive with most surprised by the low prices – with t-shirts at ¥450 and jeans at ¥1,550, the store is significantly cheaper than Uniqlo (Japan's biggest mass fashion chain for youngsters). The chain has made sure its policy of refreshing items daily has hit the press, prompting consumers to buy immediately rather than risk something disappearing.

Forever 21 is expected to move quickly to expand its store network both in city centres and shopping malls – various pundits are suggesting at least 100 stores are planned for Japan and rumours of a multi-store tie up with Aeon are rife. If the store is as popular as H&M, it should turn a profit quickly; H&M’s two Japanese stores continue to post daily sales in excess of an impressive ¥15 million a day.

The almost 19,000-square-foot flagship store of FOREVER 21, is just the first step of the California-based retailer’s aggressive push into the Japanese market. Executives said the chain is gunning to have as many as 100 stores in the country, although the timing of the rollout hinges on finding the right locations. “It’s a big market in the world so it’s a place we want to play,” Larry Meyer, executive vice president of Forever 21. “If it’s five years, if it’s 10 years [to reach 100 stores], it all depends when we get the right real estate in Japan.” (AFP) FOREVER 21 Japan www.forever21.co.jp