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Article: Remaking Rodeo. (Rodeo Drive, Beverly Hills, California)
- Article from:
- WWD
- Article date:
- May 5, 1993
- Author:
CopyrightCOPYRIGHT 1993 Conde Nast Publications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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BEVERLY HILLS, Calif. -- Rodeo Drive is making some sharp turns.
The three-block-long shopping district is widening its product and price mix, rolling out flashy new stores and assuming a more aggressive stance to attract customers.
This active agenda attacks a perception by some in Southern California that the three-block-long shopping district is an anachronism.
For the past two years, in fact, Rodeo Drive has been plagued by dramatically shrinking traffic. "Store for Rent" signs on empty boutiques became a common sight.
Many, however, see a repositioned Rodeo, complete with powerhouse, upscale players and lower-priced upstarts ...