Both Armani and Christian Dior are opening a branch on Dam Square. The luxury fashion houses will both occupy a former bank building: Dior the old ABN Amro building, Armani the building where the Rabobank used to be. According to retail expert Pim van den Berg, the arrival of chic fashion houses on Dam Square gives the city center a good impulse.
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Van den Berg says that he has recently visited about thirty Dutch cities and that he has seen a lot of impoverishment there. “The process is not that bad in the large cities, but it is also threatening here,” says van den Berg. “The arrival of Dior and Armani can prevent that because both stores provide a new attractive effect, also in addition to De Bijenkorf.”
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money laundering
According to van den Berg, both will mainly become viewing palaces. The public will be beckoned with beautifully decorated interiors and shop windows, but it is expected that the purchase will ultimately mainly be made online.
The retail expert also sees a shift in chic brands from PC Hooftstraat to Dam Square. “The PC Hooftstraat has lost a bit of its shine”, notes van de Berg. “Some of the shoppers no longer feel comfortable there, also because it has become a bit of a money laundering machine.”
The few passers-by we speak to agree with the arrival of both brands. “I would have to save up before I could buy anything,” says a woman. “But I would definitely walk in, just to see what it looks like.”
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