Macy unveils its new store experience across 36 locations in the U S
Category: #retail  By Saif Ali Bepari  Date: 2019-04-12
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Macy unveils its new store experience across 36 locations in the U S
  • Macy’s first Story, named Color, was launched yesterday
  • A typical Story shop consists of approximately 400 items with an average price tag of nearly $20

Macy, the American department store established in 1858 by Rowland Hussey Macy, has made it to the frontpage for bringing the retail concept to life in around 36 stores in 15 states in the US including its Manhattan store, just one year after the procurement of startup Story.

Reportedly, the concept is to curate merchandise based on a theme and rotate it every 2 months. The concept has arrived at a time when the retail establishments like Macy are striving to reimagine strategies to excite shoppers, who have become increasingly dependent on online shopping. As a result, various malls and stores are trying out the idea of rotating the stock, hoping that customers will keep coming back for shopping.

Macy’s first Story, named Color, was launched yesterday and is anchored by three popular brands namely MAC Cosmetics, crayon maker Crayola and jeans giant Levi Strauss & Co.

According to reports, a typical Story shop consists of approximately 400 items with an average price tag of nearly $20.

Industry experts are closely watching the collaboration between Macy’s and Story, which was established by Rachel Shechtman. Reportedly, Shechtman has about 300 dedicated employees to the Story concept and she is managing other projects that will assist in bringing more innovation to Macy’s.  

Jeff Gennette, CEO of Macy, was reportedly quoted saying that he hopes the Story concept will bring existing shoppers to the store repeatedly and attract younger customers. Shechtman, who joined Macy’s as its brand experience officer, is aiding Macy’s to think more creatively, Gennette further added.

Gennette reportedly said that the new concept wouldn’t change Macy’s trajectory but transform shopper’s perception toward the store. He added that the concept is helping the brand to rethink ways in which it can go faster and match the customer’s speed.



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Saif Ali Bepari

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Saif Ali Bepari

Saif Ali Bepari currently works a content writer for Market Size Forecasters, Algosonline, and numerous other platforms. A Computer Science graduate who has a zest for writing over coding, he has previously dabbled into technical and creative writing. He now pens down...

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