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United States: Medium-sized cities are the new playground for luxury brands

United States: Medium-sized cities are the new playground for luxury brands

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The development of mid-sized cities in the United States and repeated confinements in China have provided fertile ground for luxury brands to establish themselves.

 

Many brands have taken the gamble of setting up or relocating to medium-sized cities in the United States, like Gucci, which was one of the first stores in the Columbus City Center shopping mall in Ohio when it opened in 1989, but only stayed there a few years. At the end of 2021, Hermès will open a new store in Florida, between Miami and Fort Lauderdale, in the Aventura Mall, the largest shopping center in the state. “We are delighted to expand and strengthen Hermès’ ties to South Florida,” said Robert B. Chavez, President of Hermes USA.

 

Expanding wealth

 

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Indeed, after years of expanding in China through digital, retail operations and by establishing local boutiques in large and medium-sized cities, luxury brands are rediscovering the United States, opening boutiques in cities where they had never set foot before.

 

 

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Featured photo : © Brian Berkowitz/ Gucci

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