Introduction to Los Angeles Los Angeles, also known as the city of dreams, is the second largest city in the US with just under four million people – but Los Angeles county, which includes the many communities surrounding the City of Los Angeles, counts over 10 million residents. The city offers something for everyone, including a modern downtown area, beautiful beaches, shopping, dining and much more. Los Angeles is the entertainment capital of the world, is home to more than 100 museums and features tourist attractions such as the Walk of Fame. But Los Angeles is all about fashion, too: The fashion industry employs more than 87,000 – more than New York City. Demographics Los Angeles is one of the most ethnically diverse cities in the US and is home to one of the largest Hispanic populations in the US, as well as a large Asian community. Some 36.9% of Los Angelinos are foreign born, according to Census Reporter, with 60% of that 36.9% born in Latin America, 30% in Asia and 6% in Europe. Top Five Shopping Districts:

1. Melrose Avenue: Melrose Avenue is a rare shopping destination, with shops for every need. The avenue features a diverse range of stores, from upscale, luxury retailers to the Melrose Trading Post – an open-air market featuring a range of vendors selling antiques, vintage goods and collectibles. You’ll find funky and fancy in one place, whether it comes to antiques, clothing, accessories, cosmetics – consumers can find it all.
2. The Grove: The Grove is a popular shopping outlet that includes gourmet restaurants, movie theatres, clothing, cosmetic and accessory retailers. Stores at the Grove include Banana Republic, Anthropologie, Brandy Melville and MAC cosmetics.
3. The Santee Alley: The Santee Alley is an outdoor shopping experience and one of the most popular retail shopping areas in the Los Angeles Fashion District. It is known for its atmosphere, almost resembling a festival. Santee Alley houses over 150 retailers.
4. Rodeo Drive: Rodeo Drive is in Beverly Hills and is the most luxurious place to shop in the city, with brands such as Versace and Gucci.
5. Abbot Kinney Boulevard: The place where hipster meets boho, it is a staple for westsiders and consists of an abundance of shops, bars and restaurants in a concentrated area. The boulevard is filled with boutique and unique stores, as well as some well-known names.

Famous Retail Events LA Fashion Week: LA fashion week is an organization that created a unique, immersive fashion experience to display the work of LA-based and international designers. In 2019, the fashion show took place from March 22-25. Some of the designers featured included Escada, Bohemian City by Victor Wilde and ICONIC official. Top Innovative Retailers Nike By Melrose [caption id="attachment_90063" align="alignleft" width="360"] Source: news.nike.com[/caption] Nike By Melrose is a 4,000-square-foot experiential store that is a digital-meets-physical retail store, which the company refers to as a “Nike Live” store, the shop on Melrose being the first. The store uses Nike digital commerce data to identify emerging city-specific styles. The name derives from the concept that the store will stock products that are popular in the area around Melrose. The store includes multiple technological integrations, such as being able to use the Nike app to scan product bar codes to find more informa tion. Also, the store refreshes product assortment every two weeks, so consumers will always have something new to see – in addition to local favorites stocked in the back half of the store. The store includes locker pick up services for online purchases. The store also has a trial room, in which NikePlus members can test out products on a treadmill. NikePlus members also have access to Nike Expert Sessions, which are appointments with an expert who offers personalized recommendations and curates the shopping experience. In true southern California style, Nike has also introduced product delivery to your car, almost like a drive through, using a texting service called SwooshText. The store also features a vending machine that dispenses free gifts for Nike Plus members. Location: Nike By Melrose, 8552 Melrose Ave, West Hollywood, CA 90069. Glossier [caption id="attachment_90065" align="alignleft" width="258"] Source: glossier.com[/caption] The Glossier retail store on Melrose Place looks more like a gallery than a store. The 1,500-square-foot room is covered in millennial p ink and features mirrors everywhere so customers are never far from one, staff all wear pink utility jumpsuits – and check out customers using an iPad, followed a few minutes later by another pink utility jumpsuit-wearing staff member delivering the product to the customer. The store has a “selfie canyon,” also known as the Glossier canyon, a room inspired by Arizona’s Antelope Canyon, it is filled with dessert lighting and dessert sounds. Location: Glossier LA, 8407 Melrose Place, Los Angeles, CA 90069. Nordstrom Local [caption id="attachment_90067" align="alignleft" width="268"] Source: shop.nordstrom.com[/caption] The Nordstrom Local store is just 3,000 square feet and has no products. Instead, the location is dedicated to services such as buying online and picking up in store, personal stylists, curbside pickup, clothing donation drop off, and alterations and tailoring. The store also includes a Nail Bar, which offers services such as nail art and various manicure options. The bar is stocked with wine, beer, pressed juice and coffee. Location: Nordstrom Local, 8401 Melrose Place, Los Angeles, CA 90069. These Days [caption id="attachment_90068" align="alignleft" width="323"] Source: thesedaysla.com[/caption] These Days is a hybrid between a store and a gallery in downtown Los Angeles operated by Stephan and Jodi Zeiglar, both of whom had careers in photography. The store features up and coming artists that are unique and have not been discovered yet, as well as collectible photography books, modern and vintage objects, as well as original art. The gallery started in 2010 and has since displayed a diverse range of work. The store is split into two rooms, one is the gallery and the other a bookstore with unique and quirky items. Gallery exhibits change regularly. Location: These Days, 118 Winston Street, 2^nd Floor, Los Angeles, CA 90013. [caption id="attachment_90070" align="alignleft" width="338"] Source: theline.com[/caption] The Apartment by The Line The Apartment by The Line started as an online store; however, after one successful store opening in New York, the brand opened a store in Los Angeles. The store is designed to look like an apartment, spread across two floors – but everything is for sale. The store offers by-appointment shopping, personal styling, interior design consultation and gift registries. The pieces are minimalistic and very Californian, whereas the New York City location features items more suited to the New York lifestyle. Location: The Apartment by The Line, 8463 Melrose Place, 2^nd Floor, Los Angeles, CA 90069. [caption id="attachment_90071" align="alignleft" width="337"] Source: mansurgavriel.com[/caption] Mansur Gavriel Mansur Gavriel started in New York, but also has a Los Angeles location on Melrose Place that integrates an open-air garden, pond, courtyard and more. The 5,000-square-foot store is spread across an indoor and outdoor area. The shopping experience here is different than at its New York locations: The store owners have included personal finds such as glasses, linens and dishes designed In Italy. The outdoor porch has a small flower shop that sells custom arrangements, while the store also offers exclusive and limited-edition ready-to-wear products. Location: Mansur Gavriel, 8475 Melrose Place, Los Angeles, CA 90069. [caption id="attachment_90072" align="alignleft" width="223"] Source: violetgrey.com[/caption] Violet Grey Violet Grey stocks products used by makeup artists, while the company’s e-commerce site is part luxury editorial and part online store. The company focuses on Hollywood’s beauty culture: A team consisting of makeup artists, skin care experts, nail artists, beauty editors and Hollywood stars choose the products based on what is popular in Hollywood makeup that season. Products are vetted before they make it to store shelf. The flagship store on Melrose Place aims to provide a personalized experience for shoppers, offering a smaller format far less crowded than the average beauty section of a big department store.  Location: Violet Grey, 8452 Melrose Place, Los Angeles, CA 90069. [caption id="attachment_90073" align="alignleft" width="328"] Source: warbyparker.com[/caption] Warby Parker Warby Parker offers designer eyewear at affordable prices at its store in West Hollywood. Warby Parker started designing glasses inhouse and soliciting immediate feedback directly from customers. Now, the company offers stylish, affordable and quality prescription eyewear. The store is open to walk-ins, no appointment necessary. The store offers multiple services, such as measurements and adjustments, in-store prescription check, returns and exchanges as well as glasses for children. The store has a green room in which customers can shoot 15-second videos using a variety of different backgrounds, such as a big pepperoni pizza, a palm tree-lined boulevard and an aquarium. The green room also provides props, such as glasses from the store, green screen blankets and green screen lenses. Customers can share the results on social media. Location: Warby Parker, 8618 Melrose Avenue, West Hollywood, CA 90069. [caption id="attachment_90074" align="alignleft" width="348"] Source: porchedriving.com[/caption] Porsche Experience Center The Porsche Experience Center is the only location that houses a Porsche Museum, Porsche Driver’s selection and Porsche design in one place. The Porsche Experience Center does not sell cars, but does offer Porsche merchandise, such as apparel, accessories, luggage, jewelry, model cars, books and other lifestyle goods. The Experience Center brings together multiple concepts integrated under one roof. One is a four-mile track on which customers can test drive Porsche cars. The Experience Center also offers event space, driving simulators, as well as the Porsche 917 Restaurant on the second floor – a fine-dining experience. The Speedster Café a few feet from the tack offers grab and go meals as well as a wide range of coffee. Location: Porsche Experience Center, 19800 South Main Street, Carson, CA 90745. [caption id="attachment_90075" align="alignleft" width="342"] Source: rebeccaminkoff.com[/caption] Rebecca Minkoff Rebecca Minkoff opened an experiential store in the heart of West Hollywood with many technological integrations. Customers can shop the store while drinking a glass of champagne. The store features an interactive video wall where customers can view the latest collections as well as Minkoff’s top pieces. The store has stylists who work with customers to find the right pieces. Fitting-room mirrors are interactive: Customers can change colors and size using the interactive mirror and summon a staff member to bring alternate choices, as well as receive recommendations based on customer preferences. Location:  Rebecca Minkoff, 8335 Melrose Avenue, Los Angeles, CA 90069.   Must-See Street: Sunset Junction Sunset Junction is where Sunset Boulevard meets Santa Monica Boulevard – a hidden shopping gem in Los Angeles. You’ll find anything from Italian eyewear to unique jeans.  

1. Retrosuperfuture: The store opened in 2015 and has become the destination for customers looking for eyewear handcrafted in Italy.
2. Le Labo: The store is based on the concept that customers choose their scent, and it is custom blended at the store, labelled with the customer’s name and the date it was made.
3. Mollusk Surf Shop: This store offers a variety of long and short boards and everything to do with surfing.
4. Nico & Bullit: The store is filled with 70’s throwbacks, including vintage toys, apothecary items and art supplies.
5. The Odells: The Odells sells apparel from top heritage labels and local designers, as well as its own in-house line.