Tagged with unique retail

Bookstores On Rodeo Drive? Wha?

Rodeo Drive? Really?

Despite, or perhaps because of, the surrounding giitz, selling a bookstore on Rodeo Drive isn’t easy. The store isn’t in a neighborhood in the normal sense of the word–or even in a common shopping area for most Angelenos. “We have to make that store a destination,” says John Brancati, vice-president of merchandise. “We’re not Barnes & Noble or Crown. We can’t afford full-page ads in the L.A. Times. We have to determine who are audience is and how we should approach them.”

Thus, Rizzoli advertises aggressively in local tabloids as well as such trendy, glossy magazines as L.A. Style. (In coming months, Rizzoli and L.A. Style will co-sponsor several …