In Insight, Marketing, Retail

The launch of Story concepts in the Macy’s fleet was only a matter of time following the acquisition of the New York-based concept store founded by Rachel Shechtman last year. The inaugural launch of Story at Macy’s happened across 36 stores in 15 states, exploring and experiencing color through a rainbow of 400 curated, giftable products from more than 70 brands through a range of more than 300 fun color-inspired events.

Macy’s is not banking on the success of this concept by leveraging product and concept—they have invested in people. More than 270 dedicated Story Managers and storytellers were hired and participated in “Know + Tell,” a new experiential retail training program that develops roles for staff on everything from building fixtures to customer engagement and event production.

The themes will change every few months. Story at Macy’s will deliver new concepts through its signature blend of unique collaborations, narrative-driven merchandising, and dynamic event programming.

“The simultaneous launch of Story at Macy’s in 36 stores across 15 states is the successful outcome of a reimagined approach to cross-functional collaboration and the work of more than 300 Macy’s colleagues who contributed to creating this new, scalable business model nationwide,” said Rachel Shechtman, founder of Story and Macy’s brand experience officer. “I’m so proud of the work this team did and look forward to continuing the Story journey at Macy’s.”

“The Story at Macy’s experience feels a lot like a real life version of scrolling through Instagram. You discover things you weren’t looking for, but are inspired by all the fun finds—the second you see it, you need it! We aspire to create that feeling with the breadth of the narrative-driven merchandise edit we are bringing to life with the launch of Story at Macy’s across the country,” added Shechtman.

Photo: via Business Wire

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