Story (retail concept)

A "story" in retail refers to the overarching narrative or theme that a brand or store uses to engage customers emotionally and convey its identity. It involves the messages, values, and experiences the retailer wants customers to associate with their products. By crafting a compelling story—through visual displays, product selection, and messaging—retailers create a memorable environment that resonates with customers, encourages loyalty, and differentiates them from competitors. Essentially, it's about weaving a meaningful and consistent message that connects shoppers to the brand on a personal level.