As a high-concept store, Story has had a lot of attention since its launch in 2011; every trend presentation on the future of retail seems to have featured the New York store at some point. There are always new concepts and new retailers doing things slightly differently but this one really grabbed the headlines and I was keen to see what the fuss was about when I visited NYC in March. The reason for much of this attention is that they change their theme (story!) every 6 weeks or so.
A new book, Generation Y and Luxury, by Brione & Casper, asserts Gen Y as passionate connoisseurs of high-end products and services, but claims this demographic are cautious with the word ‘luxury,’ demanding value for money and prizing branded products more for a sense of personal satisfaction and promise of superior quality than for the name stamped on the front.