Diesel opens flagship store in Tokyo

0 Comments | AFP, April, 2008

TOKYO (AFP) — Italian casual clothing brand Diesel on Monday unveiled a new flagship store in Tokyo, its biggest in Asia, setting its sights on hip baby boomers and ageing fashionistas amid a shrinking youth market.

The three-floor store will open its doors on Wednesday in the glitzy shopping district of Ginza, already home to some of the best known names in luxury goods.

Despite a population that is both shrinking and greying in Japan, a flagship store in Tokyo was a must for the luxury denim and casual fashion brand, said Diesel president and founder Renzo Rosso.

"Japan is the most important market in the world," he told AFP at a preview of the new store.

Mindful of the dwindling spending power of Japanese youths and 20-somethings, Diesel is...