Rachel Schechtman of STORY makes the case for improving retail access—which she says is often more important than money

Rachel Shechtman, the founder of retail concept store STORY, talks about rotating through curated collections with her “experience per square foot” philosophy at PSFK’s Future of Retail conference in New York. She says:

We market and we communicate and we operate in silos. Trade shows are for the trade, press releases are for the media, stores are for consumers. But if you reverse engineer it, start with a blank canvas and tell an amazing story, it can be all three.

Learn more about PSFK’s Future of Retail report here.