AMONG the many symbolic moments in the history of Rodeo Drive, this was one for the books: Last week, bebe, the women's clothing maker known for $36 rhinestone camisoles, opened a mega store on the former site of Frances Klein Estate Jewels, the elegant boutique where Cary Grant and Frank Sinatra shopped for diamonds and sapphires.
It wasn't exactly shocking. For years, Rodeo Drive, the famously intimidating Beverly Hills shopping area, has been steadily and deliberately changing its vibe, welcoming a growing contingent of ordinary shops and even requiring "sensitivity training" for sales clerks at luxury emporiums. Last year's $18-million makeover changed the look of the place to become less billionaire's boulevard, more suburban shopping mall. And, especially during the holiday weeks, the street has been packed with shoppers.
Yet to some in the L.A. fashion world, when bebe joined the lineup, it marked the end of an era: Gone for good was the fabled time when a glamorous crowd lingered in shops unique in the world. Now Rodeo Drive is yet another place for all of us to pick up designer knockoffs and jeans.
"I don't understand bebe on Rodeo Drive," said Vincent Boucher, a celebrity stylist. "When you can get it at Anywhere Mall, USA, it's kind of like, 'Why?' I'm not a snob, I like high and low, but just not there."
The high and the low are peacefully coexisting on famous shopping streets around the world. Like Rodeo Drive, Chicago's Miracle Mile, New York's Madison Avenue, London's Bond Street and Tokyo's Ginza district all have lower-tier retailers along with the expected lineup of global luxury brands, such as Gucci, Prada and Fendi.
"You used to be able to go to Europe and see brands and products that you couldn't see anywhere else," said Marshal Cohen, chief industry analyst at market research firm NPD Group. "Now you go over there and see the same brands you see at a mall in Middle America. As the world becomes a smaller place and the online shopping experience expands, we are seeing a dilution of the high-end market. So, for these shopping areas to survive, they must become more diversified."
The high-low development also mirrors shoppers' changing tastes, Cohen said. Now it has become more than acceptable, even fashionable, to pair a designer bag with a bargain pair of pants or a Target cashmere sweater.
