Upscale shopping mall cancels the lease of a down-market store to make way for something more exclusive. Mass versus class â?? an old story, except that in this case, it involves the politics of global capitalism, an agile turnabout by a clever marketer, and the brio of Italy. Thereâ??s a lesson here for anyone interested in how capitalism sells itself to a mass audience even during a recession.
The mall is the granddaddy of all upscale malls â?? Milanâ??s Galleria Vittorio Emanuele II. The tenant that lost its lease is the international symbol of American capitalism and globalization â?? McDonaldâ??s.
Read Full Article »