Many world fashion brands consider opening new representative stores at prestigious addresses as the best practice and focus mainly on investing into them in favour of other marketing tools. For Prague the case is the same. Various clothing chains invest millions of Euro in shops located on Wenceslas Square or Na Příkopě. Among the most recent occupants belong Tommy Hilfiger store, Spanish Berschka or new C&A store (already its second store there). For many brands it is a relatively cheap mean of marketing. For others these stores are the most profitable of all their stores located elsewhere; for example for New Yorker is the store on Wenceslas square its most profitable one. Many brands feel that physical presentation of assortment is better than any other mean of marketing. Today many brands are even staring to open their second stores there. This wave of openings of stores in Prague began in 2005 after reconstruction of several suitable objects there.

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