Consumers in Japan are certainly going for smart clothing. This could have driven two foreign clothing chains to open stores in Japan despite the global financial crisis.

Barneys New York opened its first store in Japan in the port city of Kobe on Friday. To make a splash in this Asian city, the company has collaborated with British supermodel Agyness Deyn to come up with specially designed fashion collection.

Last February 27, the “I am Agyness Deyn for Barneys Green” collection was launched during the Kobe Collection fashion show. The company’s aim is to inculcate environment-friendly efforts in the fashion business.

Also making its presence felt in Japan is Sweden-based clothing chain H&M which will open its first store in the city of Osaka.

These two companies are aiming for bigger revenues at this side of the world where consumers have the purchasing power.