Will Story help Macy’s launch an exciting new chapter?
Steve Dennis
APRIL 20, 2019
Macy’s just launched Story concept shops in 36 stores across the United States. The new “narrative-driven retail experience” occupies about 1,500 square feet in most stores. The move comes less than a year after Macy’s acquired the Story brand and made its founder, Rachel Shechtman, its brand experience officer. This is the latest step in Macy’s attempts to become more relevant and remarkable after years of declining market share and lackluster profitability.
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