Macy’s has had its share of well-publicized struggles, but the storied retailer is not going anywhere without a fight. In a recent effort to ensure its relevancy and solidify its reputation as an appealing destination, it purchased Story, an innovative retail concept that puts the retail experience at the center of its efforts. Story, started as a single store in New York, designs its rotating assortments according to a particular theme or narrative. One month, the focus might be “Love,” and the next, it changes to “Good.” Thus every few weeks, the entire product assortment would change, along with the store’s décor, lighting, and layout. When Macy’s purchased the venture, it also brought Story’s founder on board to design the rollout of this concept in Macy’s stores. The first theme, “Color,” is defining the initial introduction in 36 Macy’s stores across the country. It features a visual “Lite-Brite experience” and rainbow-colored entrance tunnel. After entering, consumers encounter a Crayola station that allows children to color patches to be added to Levi’s jeans; a MAC cosmetics area with various color palettes to allow shoppers to create their own makeup combinations; and a children’s brand called Primary that markets clothing in (you guessed it) primary colors. The Story section accounts for about 1500 square feet in these stores, but Macy’s hopes that shoppers attracted to the rotating, exciting experience also will venture beyond those boundaries and visit the rest of the offerings, even if they have little to do with the focal Story theme.

Source: Daphne Howland, Retail Dive, April 10, 2019. See also Daphne Howland, “What’s the Story with Macy’s?” Retail Dive, April 11, 2019