Nobody can ever have too many pairs of jeans, and thus the philosophy of GOV Retailing is to make them available on the cheap — a notion that is paying off for the new g.u. chain.
GOV Retailing, a wholly owned subsidiary of Fast Retailing Co., began selling ¥990 jeans at its 69 g.u. outlets on March 10. That's a quarter of what denim pants sell for at Fast Retailing's Uniqlo stores, which have set the new standard for low-priced clothing and are thriving on the recession.
"We are offering the lowest possible prices for a pair of jeans, in the process changing the widely held view that jeans have to cost more," GOV President Shuichi Nakajima said in an interview with The Japan Times.