Who’s Shopping in Vegas?https://www.chutegerdeman.com/wp-content/uploads/2014/05/CGBlog_CaesersVegas.jpg800649Chute GerdemanChute Gerdemanhttps://secure.gravatar.com/avatar/27b8b1d5d4480e694e1d763231b8e868?s=96&d=mm&r=g
My recent trip to GlobalShop was my first time in Las Vegas. From the moment we stepped off the plane into an airport terminal with ringing slot machines, bright flashing lights, and promotions for all the shows and attractions, I knew this would be an eye-opening experience. Everything is larger-than-life and over the top in Vegas. Even the McDonalds and Denny’s found on the strip have dazzling neon signs that beg passing tourists for attention.
Donna Karen- Photo by Chute Gerdeman
But coming to this city on business, our main goal was to take in the sites when it comes to retail so we headed to the Forum Shops at Caesar’s Palace. We passed designer stores like Gucci, Dolce & Gabbana, Donna Karen, and Diane von Fürstenberg to name a few. We saw so many beautiful displays showcasing the products we recognize from celebrity closets and award show runways.
Fendi- Photo by Chute Gerdeman
Extravagance. This is a word that comes to my mind when walking around Vegas. However, not necessarily when it comes to the people I saw there. Instead of the glamorous individuals displayed on commercials and in movies, the city is filled with tourists—college kids, couples enjoying time away from the responsibilities of daily life, and a surprising amount of families with small children.
Balenciaga photo by Chute Gerdeman
When at the Forum Shops at Caesar’s Palace searching the retail scene for inspiration, the thought occurred to me; are these people really shopping at these high-end stores? My guess is not likely. In my experience, usually I have to work a little bit to take photos in a retail setting without shoppers blocking a clear view of a display. Surprisingly this wasn’t the case because most of the time, I noticed there were no shoppers in these types of stores. There were plenty of people like myself, viewing from the outside, but the shopping bags in their hands belonged to stores that could be found in any mall back home, like Abercrombie & Fitch, or H&M.
Gucci & Dolce & Gabbana Photo taken by Chute Gerdeman
What is probably more the case is that these big name designers and retailers need a Vegas presence. They need to represent their brand in this city that celebrates extravagance as a strategic play, not necessarily for profit. It’s great for brand exposure, which many times is just as important. And besides, if you’re a retailer, you probably want your stores to be available to someone who just might win the lucky jackpot!