InsideJapan News Network

A new branch of US brand Forever 21 has opened in the upscale district of Ginza in Tokyo, which is being seen by many as a sign that Japanese shoppers may be becoming more frugal in the wake of the economic downturn.

The store will be the Asian flagship outlet and has replaced a Gucci shop which used to be on the same site.

Forever 21 by comparison is an affordable brand which is popular among US teenagers and is based in Los Angeles. Many items can be bought for less than £10 and the shop could be compared with Brit favourite Primark.

Speaking at a press conference, executive vice-president of the brand Lawrence Meyer said: "We chose Matsuzakaya Ginza as our second outlet because we sensed their vision and for its great location."

Talking to ABC News at the opening of the store, shopper Fusako Suzuki said it was a treat to find bargains in a department store.

Written by Kimberley Homer.