ArrowArtboardCreated with Sketch.Title ChevronTitle ChevronIcon FacebookIcon LinkedinIcon Mail ContactPath LayerIcon MailPositive ArrowIcon Print

How burgers taught a vendor to sell to Japan's budget fashionistas

Secondhand clothing store 2nd Street operator says discounts are recession-proof

Geo Holdings CEO Yuzo Endo poses with a suit from 2nd Street.

TOKYO -- The man overseeing 2nd Street, a Japanese vendor of trendy used apparel, learned the secret to success from 60-cent hamburgers.

"Demand for secondhand goods grows in a slump," said Yuzo Endo, CEO of parent company Geo Holdings.

Sponsored Content

About Sponsored Content This content was commissioned by Nikkei's Global Business Bureau.

Discover the all new Nikkei Asia app

  • Take your reading anywhere with offline reading functions
  • Never miss a story with breaking news alerts
  • Customize your reading experience

Nikkei Asian Review, now known as Nikkei Asia, will be the voice of the Asian Century.

Celebrate our next chapter
Free access for everyone - Sep. 30

Find out more