Bahnhofstrasse, the kilometre-long boulevard that runs from the main station to the lake, is Zurich's flagship shopping street and one of the most expensive in Europe. Chronometers (Bucherer, Beyer), the big Swiss chocolatiers (Sprüngli, Lindt), and the luxury department stores (Globus, Jelmoli) are all here. The side streets off Bahnhofstrasse have the haute-couture names — Bahnhofstrasse itself has become more mass-market over the years.
For something less generic, Niederdorf on the east bank of the Limmat has independent boutiques, antique shops, and bookshops. Zurich-West around the Viadukt arches is the place for design and contemporary Swiss brands — Freitag's famous flagship, a tower made from stacked shipping containers, is in Kreis 5.