LU X E SPRING 2015
Table of Contents About STORY STORY LUXE CFDA Collaboration Featured Designers Window Displays Marketing Strategy summary 2
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Point of view of a Magazine Changes like a Gallery Sells things like a Store
STORY is set in a 2000 square foot store located in Manhattan’s 10th Avenue retail corridor. The store was founded by Rachel Shechtman, and launched in December 2011. The store is a retail concept that takes the point of view of a magazine, changes like a gallery and sells things like a store. Every four to eight weeks, STORY completely reinvents itself – from merchandise and store design to floor plan and fixtures – to bring to light a new theme, trend, or issue. “STORY received Fashion Group Internationals 2014 Rising Star Award for Best Retail Concept and recently was no. 4 in Time Out’s top 15 NY shops list” (Story).
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Story was launched as a “beta” in 2011. STORY sells things like a store, has a point of view like a magazine, and gets stripped down and reinvented every four to eight weeks like a gallery—with a little bit of community center thrown in. STORY makes money from selling fashion, home and accessory items, but it also has lucrative partnerships with big companies like PepsiCo, Home Depot, American Express, and more. Companies typically pay from $75,000 to $500,000 to sponsor each roughly-monthly theme, or “STORY,” often with collaborations that include events or experiences. Even though Story is a tiny business, Ms. Shechtman has cobbled together a variety of revenue streams, and is finding creative ways to make money in an exceptionally difficult retail climate. As an indication that her unusual marketing tactics are succeeding, major sponsors like American Express and General Electric have paid tens of thousands of dollars to take part in one of the store’s singular themes. Founder and current owner of story, rachel shechtman, is A former brand consultant for TOMS, Kraft and others, she says these experiences at story are critical to engaging the customer. Instead of sales per square foot, she focuses more on “experience per square foot.” story takes an entirely different approach to retail, as it is more about the experience and interaction between consumers and brands. When it comes to target market, story does not have a specific consumer it targets. The target market is purposely not defined, as the wide product assortment appeals to all ages. Rachel offers a constant merry-go-round of products, events and brands, built anew each time around a different theme. When creating the space for story in 2011, Rachel’s, The premise was, and still is, based on two fundamental hypothesis. The first being, the future of retail will still be about consumption, but more about having a community and the shared experience they have. And the second being,Retail is an untapped frontier for advertising, and there’s an intimate opportunity for conversation between the consumer and brand.
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What comes next... spring
2015
LU X E 6
LU X E :
luxury; elegance; sumptuousness
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CFDA Meets STORY Relevance in sponsorship is key. For the success of a new interactive retail space, it is important for Rachel Shechtman to find a sponsor for this month’s upcoming new theme. This months sponsor will be the Council of Fashion Designers of America, who will be hosting a series of events throughout the month and giving goodies to customers in the store, like upcoming fashion trend guides. This theme falls within NYC Mercedes Benz Fashion Week, where fashion designers introduce their Fall 2015 collections. Story is perfect place for conversations between consumers and brands to evolve. And with the sponsorship of CFDA, consumers can mingle and converse with other consumers–both online and in-store. Advertisements and sponsorships are crucial for the store’s profit and sustainability, and can cost anywhere from $50,000 to $175,000. President of CFDA, Diane Von Furstenberg, will be working with Rachel Shechtman to bring together up and coming artists to display and potentially sale their products in LUXE STORY.
CFDA Board of Directors: President: Diane Von Furstenberg
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Vice President: Michael Kors
Vice President: Marcus Wainwright
General Secretary: Vera Wang
CFDA Fashion Incubators 2014-2016: The CFDA Fashion incubator is a business development program designed to support the next generation of fashion designers in New York City. The mission is to help grow and sustain the businesses of the 10 participating brands over the course of the two year program. The CFDA Fashion Incubator provides a creative professional environment to foster promising fashion talent, and help the selected designers grow their businesses. . Featuring up and coming designers in LUXE STORY, allows the designers to show off their Spring 2015 collections and follow their mission statement. The designers have the opportunity to grow their business within the 4 weeks of exhibiting at LUXE STORY.
All CFDA Fashion Incubator designers must:
Be a designer of demonstrated talent; and have support from top retailers
Be American or have established a primary design business in the United States
Be in a business for minimum of 2 years
Be able to occupy CFDA design studio space
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KAELEN HAWORTH
Spring Summer 2015
Designing from a minimalist perspective with a focus on subtle details, KAELEN seeks to combine the traditional and the innovative, exploring the dichotomies of masculine and feminine, classic and mader. KAELEN strives to create pieces that are at once intelligent, archival and treasured.
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LUCIO CASTRO
Spring Summer 2015
Lucio Castro’s label focuses on clean and ethical production, offering contemporary menswear with attention to texture, unique fabrics, and masculine proportions. What remains consistent season-afterseason is the line’s cinematic spirit, stemming from Castro’s passion for film making and interest in building character through clothing.
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isa tapia
Spring Summer 2015
Isa Tapia is a shoe designer based in MaNHATTAN. HER INSPIRATION BEGAN WHEN SHE LIVED BETWEEN FLORENCE AND NEW YORK AND FELL IN LOVE WITH THE ART OF SHOE MAKING. IN 2012, ISA LAUNCHED HER OWN LABEL, THAT AIMS ““to make feminine shoes that are bold, colorful and have a point of view.” Inspired by her fast paced lifestyle and the women around.” 14
sarah law
spring summer 2015
KARA is a New York City based accessories label launched in 2012 by Sarah Law. For KARA, Sarah designs items she would like to wear herself, therefore basing the aesthetic on an active, urban lifestyle. KARA derives from the Japanese word ‘Karaoke’ meaning ‘Empty Orchestra’. The name alludes to the brand’s aim to encourage curiosity and creativity. 15
Eva Fehren eva fehren
Spring Summer 2015
THE FINE JEWELRY COLLECTION WAS LAUNCHED BY NEW YORK DESIGNER AND ARTIST, EVA ZUCKERMAn. USING PRECIOUS METALS LIKE 18K GOLD PAIRED WITH UNUSUAL MATERIALS LIKE OPAQUE SAPPHIRES, MOONSTONE, AND GREY DIAMONDS, EVA FEHREN MAINTAINS A FEMININE AESTHETIC WITH A MODERN, SHARP EDGE. EACH PIECE OF EVA FEHREN JEWELRY IS HAND CRAFTED BY ARTISANAL JEWELERS IN NEW YORK CITY. 16
farah and dana
spring summer 2015
A PEACE TREATY, apt, was founded in 2008 as a personal pact between Farah Malik, a Pakistani Muslim, and Dana Arbib, a Libyan Jew. The brands pieces evoke feelings of global opulence, revealing the brand’s obsession with art and culture. Being fancy nomads, APT adores international luxury and is committed to creating designs and products that celebrate this. APT’s collections of scarves and jewelry modernize the ancient and reflect what they believe is simply the more beautiful way of making things. The brand has created a vast library of prints and designs all made by hand with the utmost care and attention to detail. 17
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PRODUCTS 18
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Window display
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night view of window display of luxe story
day view of window display of luxe story
the window display for luxe story defines the stores current aesthetic and theme. the minamilistic, luxurious feel is identified by the black and white tile, marble, white fur, and mirrored interiors. the shoe designer featured in luxe story, isa tapia, will have a shoe displayed in the window along with two Kara handbags. 21
LUXE STORY Marketing www.storynyc.com
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3 days ago MINIMALISTIC
Top 20 places for extravagant living in the us
There’s no such thing As too many pairs
People create these extravagant habitats because they have vision, love of beauty, hopes and dreams.
-anne rice
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@thisisstory
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Summary Events that will go on in duration of luxe story: Opening evening: runway show from KAELEN, surprise visit from Diane Von Furstenberg Duration of luxe story: interactive camera station where consumers can interact with augmented reality with physical and digital try on sunglasses, resting luxe area where customers can experience an extravagant “living space� Closing evening: all featured CFDA incubators will speak about their inspiration of spring collections and show a sneak preview of their fall 2015 collections
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Luxe story will be open for 6 weeks. The grand opening will take place Monday, February 9th. Luxe story opens during the week of the spring Mercedes Benz new York fashion week,. fashion gurus, bloggers, vloggers, celebrities, designers, artists, and many more will be in new York city for fashion week.. CFDA will be sponsoring, the luxe theme, this will give story the advantage of free advertising through the CFDA website as they post their sponsorships regularly online. CFDA fashion incubator designers will be featured in luxe. This will give the up and coming designers the opportunity to show their collections to new consumers. The collaboration of story and the CFDA will benefit all participants, including designers. In addition to viewing the designers collections, customers will also be engaged with in store experiences. Luxe story is going to feature augmented reality stations where consumers can interact with digital try on stations with sunglasses. Consumers will also be able to sit down and relax in the extravagant atmosphere. Events will be taking place throughout the duration of luxe theme. Featured designers will be making appearances, as well as the president of the CFDA.
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