Except — The retail industry often falls in love with its own sound bites. Sexy acquisitions, beautiful in-store PR photos and even charismatic retail personalities are as frequent in the headlines as gnats at a summer barbeque. Yet, the industry gravitates towards them week after week despite the cluttered notice-me landscape in the rare chance that they may offer hope in the face of what is a rapidly advancing and unknown retail future.

Macy’s acquisition of STORY this past year is one such example. STORY was supposed to be the shining beacon on the hill for Macy’s, but sadly, upon close inspection, looks like nothing more than an ironic chapter in Macy’s potential denouement.

You can read the full version of the article in the Robin Report by clicking on the link below:

Source: A Secret Shop of STORY at Macy’s Reveals Some Ugly Truths – The Robin Report