When Jimmy Choo's budget friendly collection launches tomorrow at H&M, there will be crowd-controlling wristbands handed out in London. There will be huge lines in New York. But at Mall of America – you know, the biggest, busiest shopping center in the country and an international draw for tourists – all there will be is disappointment. MOA is not among the 200 H&M stores to get the highly coveted, limited-edition collection. This isn't the first time the Twin Cities has been overlooked for one of H&M's blockbuster designer partnerships. The suggestion that Midwestern fashionistas are less interested in $75 Jimmy Choo heels than women in Manhattan is ridiculously outdated. We're a global shopping society – luxury goods are never more than a click away no matter where you are, at any hour of the day. But even if it were true that there is less interest in smaller markets, MOA is an entity all its own. It draws not only Minnesotans, but shoppers from all over the world. If you're going to bother to have a store there – and a huge one at that – you ought to know the demographics and bring your A-game.

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