Beverly Hills broadens its aim to go after retailing middle market. (retail establishments for middle class consumers in Beverly Hills, California)

Los Angeles Business Journal | November 9, 1992| | Copyright

Beverly Hills, traditionally known for drawing the Southland's wealthiest residents to its posh boutiques, is now de-emphasizing its upscale image and targeting middle-market consumers.

"The face of retail is changing in Beverly Hills as it is everywhere," said Bill Boyd, executive vice president of the Beverly Hills Chamber of Commerce.

"The high end is still alive and well in Beverly Hills, but that's not where we are putting our emphasis because there is less of it," he added.

To tout its new image, the Beverly Hills Visitors Bureau recently published ...

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