Diamond Walk was designed “to offer a unique shopping experience to an ultra-select clientele,” a spokeswoman for Zegna said. “In the few months since it opened, the first sales data are very positive and represent an important indicator of future growth.”
Any opening of a Prada store in a new city “is carefully evaluated,” company spokesman Alessandro Bonucchi said by e- mail. Jimmy Choo didn’t respond to requests for comment.
“The brands are aspirational and these outlets are targeting the rest of Africa as much as South Africa,” said Syd Vianello, an independent retail analyst in Johannesburg. “If the stores don’t make much money initially, it is still building brand awareness, it could be seen as advertising.”
Back at Burberry, Lunga Tshabalala used a work trip to check out Diamond Walk. For his friend, Moeketsi Tsoenyane, also from Bloemfontein, having these shops in Johannesburg means he can access the elite options he longs for without the restriction of an overseas trip.
“I try to add extra time to my business trip for shopping,” said Tsoenyane, who has bought a Louis Vuitton belt and shoes within the last month. “It’s great to have all these brands in one place.”