After a couple years of speculation, American casual fashion retailer Abercrombie & Fitch has opened its doors in December for the first time in Tokyo, Japan. The store is 11-stories high in Tokyo’s upscale neighborhood Ginza just steps away from retailers Uniqlo and H&M.

On opening day, the store saw lines wrapping around the building and sales of about $550,000 without throwing an opening party or holding a press event. Although after the first day, hopes were high, but Abercrombie has not been able to win over Japanese fans.

Currently, the fashion industry in Japan is going through a low-boom with only chain retailers such as Uniqlo, Forever 21, H&M, and other cheap domestic labels in the Shibuya109 shopping building being profitable. Even with this fact, Abercrombie refuses to lower its prices and has charged Japanese consumers nearly double its American prices. According to a poll taken by Nikkei’s Marketing Journal on the first day Abercrombie & Fitch opened its doors, 61.7 percent of consumers found prices to be ‘a bit high’, 18.3 percent find prices to be ‘too high’, and less than one-fifth finding prices to be fair.

Along with the problem of cost, Abercrombie will not drive away from their American ways to better accommodate their Japanese consumers. For instance, they have not hired any staff members that customers would consider authentically Japanese, the staff greets customers in English, the staff fails to follow widely recognized principles of Japanese politeness singing and dancing in the store cramping up space on the sales floor, and the male staff exposes their chest, which does not translate to ‘sex appeal’ for Japanese consumers.

With issues not related to the staff, Japanese consumers are not too fond with cologne, which Abercrombie pipes through their ventilation, the lighting is so dim that customers cannot judge the colors of garments accurately, the elevator only goes to the 7th floor making the customer walk the last four flights, and most importantly, Japanese consumers are finding it difficult to incorporate pieces from Abercrombie’s collections into their own lives.

Being such a large company, it is strange to see them operate in this manner with no concerns of the industry around them. If they want to keep their doors open in Japan, Abercrombie & Fitch need to thoroughly revise their business ways to better accommodate their Japanese consumers.