We reported earlier this week that fast fashion names such as Forever 21 and H&M are becoming more popular than brand names with Japanese shoppers during the recession. But it’s not just cheaper brands that are thriving; second-hand clothing stores are also doing a roaring trade.

Used clothing outlet Don Don Down opened two new stores in Japan just this month (one in Sapporo and one in Tokyo) and is due to open another in Tokushima in December. Don Don Down, whose full shop name is the rather unwieldy "Don Don Down On Wednesday," employ a rather unusual concept to get customers through their doors: Every Wednesday the price of items is radically reduced. Thus a top that started out at ¥5,000 gets progressively cheaper each week: First reduced to ¥3,000, then to ¥2,000, then ¥1,000. The cheapest possible price for an item is ¥100. A huge range of clothes are on offer, from brand names to cheap and cheerful items, so the starting price can vary from ¥10,000 to ¥100.