Ermou Street in Athens is one of the world's priciest shopping streets, according to research conducted by Cushman and Wakefield. The street has become so popular that retail stores have spilt over into Aeolou Street and Monastiraki and Asomaton squares. On average, a tenant has to pay 250 euros per square meter, and the "goodwill" can be as much as 14,000 euros per square meter. The prices vary based on the size of the space, location along the street, and other factors. The high rents are not reflected in the retail prices as the stores on Ermou Street have higher turnovers, allowing companies to pay higher rent. The street was once just a dirt track where children used to play, but after being declared the main commercial street, it became known for its expensive taste. However, the charm of the old era is gradually fading away as old stores close down. Being a sales assistant on Ermou Street can be challenging as the street attracts many customers, and sales assistants must be quick and efficient in serving them.