1. By: Erin Uchaz & Mikaela O’Halloran
Thisisstory.com
By: Erin Uchaz & Mikaela O’Halloran

2. About Story Located in the Chelsea neighborhood of New York City
Boutique that changes its store concept every four to eight weeks
Each concept tells a different “story”
“explore themes that are universal in concept but niche in execution”
Goal is to be ever changing like our mobile life is – even within a story products can change weekly
Entire store undergoes a theme-driven renovation - from merchandise and store design to floor plan and fixtures
Discovers small brands and designers at “pitch night”
Shuts down the entire 2,000 square foot store for a week as it changes stories

3. http://www.inc.com/nicole-carter/a-brick- and-mortar-start-up-store-rachel- shechtman.html

4. Founder of Story 36-year old Rachel Shechtman
consulted for brands like Kraft, TOMS shoes and Lincoln
One of Fast Company's “100 Most Creative People in Business 2012”
Fortune’s under 40
Believes “the future of retail will be less about consumption and more about community” and “collaboration is the new competition”

5. How It Profits
Advertisements and sponsorships are crucial for the store’s profit and sustainability
can cost anywhere from $50,000 to $175,000
Perfect place for conversations between consumers and brands
Appeals to all age groups and all levels of spending as long as they relate to the story
“People always say, "who’s your market?" And I always say I only have two rules. Every story needs to appeal to someone between the ages of 5 and 80, and there has to be something for sale that’s $5, and it can go as high as $5,000.”
In store events like classes, book signings, music and talk events
Hopes to expand with at least 5 stores in the next 3 years (as of 2013)
Profitable within the first year – have sponsorships come back
Love story was sponsored by dating site Nerve.com
Color story sponsored by Benjamin Moore
Home Depot hasn’t sponsored a specific story but sponsors parts of each one
Cooking, yoga, mixology classes, lemonade stands and new coffee kiosks

6. Past Stories
Launched in Beta as a “Start-Up Store,” spotlighting emerging digital retail concepts
Home for the Holidays Story – turned the weekend between black Friday and cyber Monday into a block party and doubled sales from the previous year
“an editorial gift guide that comes to life in someone’s home” - The living room is Something for Everyone, the playroom is for the Kids and so on
New York Story – custom Milk Made ice cream flavors sold by the pint or cup for the first time and exclusively at Story, skill- share classes with New York Mouth
Home for the holiday - Sponsored by american express in 2010, celebrated ‘small business Saturday’
Ice cream used to be online subscription only

8. STRENGTHS WEAKNESSES Not well known Limited Advertising Turnover time
New spin on Brick-and Mortar
Different Concept
Every 2 months there is a new reason to come back
Appeals to the ‘fickle customer’
Target men, women, and children between the ages of 6- 90
Interactive  not just shopping
Events, activities, food and drink
“Interaction in a retail space often leads to interaction with wallets and purses”
Not well known
Limited Advertising
Turnover time
People may assume that it is an expensive store because they have expensive products
Only in New York
No online store

9. OPPORTUNITIES THREATS Expanding to different locations
LA? London? Tokyo?
Marketing and Advertising
Grow its social media presence
Smaller Businesses
Copycats
Stores with the same products but cheaper

10. References
40.fortune/36.html?iid=40Under13_fl_list
retail-concept
BvaSP9b8QuWlVt_BZd5tng.html
shechtman.html