Rodeo Drive, located in Beverly Hills, California, is a well-known fashion district, shopping epicenter and symbol of “the American dream”. It is home to world known fashion flagship boutiques and it is also a very popular tourist attraction. Although Rodeo Drive is many of the aforementioned, it is not unique as there are many Rodeo Drive's worldwide due to globalization. Be it Fifth Avenue or The Golden Triangle, globalization is visible in the similarities to Rodeo Drive. Globalization is visible in many different aspects which are all important in the understanding on the construct however, specifically in relation to Rodeo Drive, globalization is visible in Rodeo Drive through consumerism that perpetuates cultural convergence via fashion,the media, tourism, the presence of multinational corporations, finance and symbolic landscapes of affluence. Looking at globalization in Rodeo drive and it's adverse effects, We should look at fashion first as it is the primarily the most noticeable thing on Rodeo Drive. On Rodeo Drive the exclusive designer fashion labels can be found in abundance. Fashion is a very important part of culture and the influence of major fashion designers is felt worldwide. This influence is usually known as fashion trends which are usually adopted by most people who are in the reach of the lines of communication of those creating the influence. These fashion trends create a cultural convergence as people overseas from each other who do not know each other can be found wearing the same fashion. The cultural convergence explained is also related to consumerism which has created the need for these trends as fashion is for sale. Also, the same concept fosters the need to follow these trends by fostering a desire for the trends and then and execution of the concept in the purchasing of goods in relation to these trends. Most important in the previously stated is the execution of the concept of consumerism as people exercise consumerism on Rodeo Drive. Another way globalization is visible on Rodeo Drive is in the media which is also another significant way that the perpetuation of consumerism and cultural convergence occurs. The media in it's many different aspects can be found on Rodeo Drive frequently. The media is a very significant tool in the way that the concept of consumerism is administered to society. Rodeo Drive is a very popular destination for stars to shop. Almost every day an individual who is considered a star can be found on Rodeo Drive. Stars are usually followed by the media as society has grown to adopt stars, their popularity makes their actions influential and this influence has caused the media to follow stars. As fashion creates influence, stars are primary consumers of this influence and combined influence of star power and fashion is usually provided to society via the media. As individuals are concerned with who is shopping on Rodeo Drive, the media is there to inform them. An example of fashion influencing stars and stars influencing society via the media was Kanye West's frequent wearing of designer scarves known as kefiah's. Rodeo Drive is also often men