The move comes less than a year after Macy's acquired the Story brand and made its founder, Rachel Schechtman, 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. A visit to the Story shop at Macy's in Dallas' Northpark Mall over the weekend reveals both the opportunity and the challenges. Story's visuals are eye-catching and easily seen from the other side of the vast store, which is situated in one of America's most productive malls. Macys.comMost striking to this observer is how out of place Story seems—and how it calls attention to much of what is decidedly mediocre at a much better than average (in my experience) Macy's location.

Source: Forbes April 15, 2019 21:22 UTC