Burberry has opened a snazzy new shop at Mall of America. Yes, Mall of America. You’ll find it across from the Gap and Rainforest Cafe. Not exactly Fifth Avenue – or even the Galleria – but then, this hot brand is apparently looking beyond the obvious luxury retail corridors. Having long since closed its doors at Gaviidae Common (remember that?), opening at MOA is an interesting move. It speaks to the tourist traffic (especially international) that has no clue there’s shopping in the Twin Cities beyond MOA. And it speaks to the way this plaid brand has connected with young people. It’s not just about umbrellas and coats anymore. It’s high design, it’s posh, it’s glamorous. And the store exudes that, with bright lights, fast music and a floor to ceiling screen playing the latest Burberry runway show. Now the question is, will the typical Burberry customer step beyond Nordstrom to shop here? And will the rest of the MOA shoppers pay $550 for a black skirt? Even if it is totally adorable. Love to hear your thoughts.
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