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Background: For the man or woman who has everything this holiday season but still has plenty of money left over, Beverly Hills, California, where, the movie stars live, has a super-swank, four-block long shopping district. It is called Rodeo Drive. And there the shoppers--the camera recently caught a glimpse of actors Kirk Douglas and James Caan--can have a go at such items as these: dresses, $1,000; men's suits, $550; a diamond pin from Van Cleef and Arpels, $45,000; a Cezanne, $2.5 million, or a lowly hamburger for lunch at $4.50. The Hermes boutique has a golf bag at $1,500. Gucci also has a store, at lower prices. The area is aimed at the people who have a Mercedes as a "second car," but prefer a Rolls-Royce for getting about.

SYNOPSIS: SOT 9---BRIDGE---
BUT IT IS NOT A POOL HALL ..ALTHOUGH A TABLE IS ON HAND FOR CUSTOMERS WHO CARE TO PLAY INSTEAD OF PAY. THERE IS A BAR...ESORESSO AND DEONKS--ON THE HOUSE....
IT IS HERE THAT DESIGNER DRESSED GO FOR MORE THAN A THOUSAND...AND IT IS HERE THAT THE ANNUAL RECEIPTS ADD UP TO FOUR MILLION...MAKING THIS STORE THE MOST SUCCESSFUL OF ITS SIX IN THE COUNTRY.....

BUT THE HERMES PEOPLE SAY--SOMEWHAT SNOBBISHLY--THAT GUCCI IS NOT A COMPETITOR..SINCE GUCCI'S PRICES ARE LOWER AND ITS CLIENTELE...MORE MIDDLE CLASS.

JAMES CANN--NOW WORRIED ABOUT THAT PLACED AN ORDER ANYWAY.....

RODEO DRIVE AND THE AREA AROUND IT HAVE BUILT UP OVER THE PAST FIVE YEARS....BUT ONE MAN WHO'S BEEN ON THE STREET FOR 17 YEARS SAYS IT HAS NEVER BEEN A BAD STREET TO BE ON....
TO SOT
DAVID ORGELL SELLS ANTIQUES--ONE OF THE RARER ITEMS IN HIS STORE.. NOW...THESE NUBIAN CANDLEABRA..THE PRICE 25-HUNDRED.....NOT FOR EVERYONE'S LIVING ROOM..TO SOT THE STREET HAS MANY STORES...MORE THAN WE CAN GET TO HERE...BUT IT IS SAFE TO SAY THAT Few PEOPLE IN THE WORLD COULD GO DOWN THIS STREET AND NOT SEE SOMETHING THEY WANTED..... AND SEEING AND WANTING AND BUYING...ARE WHAT SEPARATE THE PEOPLE WHO SHOP ON THE RODEO DRIVES OF THE WORLD...FROM THE REST OF US--JUST PLAIN FOKKS.....

PAUL DANDRIDGE NBC NEWS
RODEO DRIVE--BEVERLY HILLS
THE AIM IS AT THE FAMILY THAT HAS A MERCEDES AS A SECOND CAR--AND THE ROLLS IS NUMBER ONE.

HERMES--FOR EXAMPLE--
THE RED BAG IN THE FRONT WINDOW...FIVE HUNDRED FIFTY DOLLARS...ALSO FOR SALE A GOLD BAG--FOR ONE THOUSAND FIVE HUNDRED NECK TIES HERE START AT 28 DOLLARS HERMES STARTED IN FRANCE IN 1837--IT IS SUPER EXPENSIVE AND UNASHAMED FOR THE SUPER-RICH.

TO SOT FOR
OUTCUE ''WHO WOULD N??? DIRECTLY NEXT TO HERMES...AS KIRK DOUGLAS PASSES BY-- IS GUCCI...GUCCI STARTED IN FLORENCE MAKING HARNESSE --IN 1902. IT IS MUCH LARGE THAN HERMESAND CARRYS SIMILAR ITEMS--HAND BAGS WALL???S, SCARFS--AND SO ON...

??? HARDWALL: CHRISTMAS SHOPPING IS OVER FOR MOST OF US...SO MAYBE NOW IS THE TIME TO TAKE A LOOK THE SHOPS ON RODEO DRIVE IN BEVERLY HILLS.

ITS A PLACE MANY OF US WOULD LOVE TO DO OUR BUYING...BUT MOST OF US CAN'T AFFORD IT. CHANNEL 4 REPORTER PAUL DANDRIDGE TELLS US WHAT IT'S LIKE.

STAND UP OPEN
IN THE SHOPS ALONG THIS STREET YOU CAN FIND DRESSES THAT SELL FOR MORE THAN A THOUSAND DOLLARS--MEN'S SUITS--OFF THE RACK, THAT SELL FOR 5-50. CUSTOM MADE CAN BE MORE. A DIAMOND PIN IS FOR SALE VAN CLEEF AND ARPELS FOR 45-THOUSAND...AND A PAINTING BY CEZANNE CAN BE HAD FROM WALLY FINDLAY GALLERIES FOR TWO-POINT-FIVE MILLION.

THE BIG STORES WERE THE CITES THEY SELL IN--LIKE OLD GENERALS WEAR MEDALS...LONDON, PARIS, ROME...AND SO ON...

WHY ON RODEO DRIVE...AT A QUAINT BUT NOT ELEGANT CAFE...A HAMBURGER SELLS FOR 4-FIFTY.

MOST OF THE STORES QUICKLY POINT OUT THAT THEY ALSO SELL THINGS THAT JUST-PLAIN-FLOCKS CAN AFFORD. BUT HERE