We calculated that over the last four months it's been about 12% cheaper for Europeans to come and shop here," said Chris Gottlieb,head of leisure marketing at the agency London&Partners. The pound is now at €1.17 compared with €1.3 before the shock vote to leave the European Union, while it has also fallen to copy .25 from copy .49. The result is that London has become the cheapest city for luxury good shopping in the world in dollar terms, according to astudy by Deloitte Touche Tohmatsu Limited.