Story founder Rachel Shechtman named Licensing Expo keynote speaker

Macy’s brand experience officer and the founder of Story, Rachel Shechtman has been named as the keynote speaker at this year’s Licensing Expo in Las Vegas.

Shechtman will take the stage for the show’s keynote address on Wednesday, June 5th for a presentation titled Agility at Scale: Rachel Shechtman Shares Insights from the Launch of Story at Macy’s. The address will detail how the Story retail model has come to life at the US department store.

Forming part of the Licensing University, produced by LIMA, Shechtman’s talk will also delve into the topic of innovations that address evolving consumer expectations while driving foot traffic.

Licensing Expo 2019 takes place June 4th to 6th at the Mandalay Bay Convention Center in Las Vegas, Nevada.

“Rachel’s proven brand experience expertise will be well-received by our audience,” said Jessica Blue, senior vice president, Global Licensing Group, Informa. “Licensing is playing a crucial role in today’s seismic shift toward experiential retail, offering retailers and brands a competitive advantage and establishing deeper connections with consumers.”

With brick and mortar accounting for over $206.4 billion in sales of licensed consumer merchandise, or 76 per cent of all sales, according to the 2018 LIMA Annual Global Licensing Industry Survey, innovation is key to continuing retail’s success as consumer shopping habits continue to realign.

Entrepreneur Rachel Shechtman recognised this eight years ago, when she launched the retail concept Story in Manhattan in 2011, focusing as much on customer experience and engagement as it did on sales.

Now, those innovations are rolling out across the nation following Macy’s acquisition of STORY last year, and Shechtman being named as Macy’s brand experience officer.

“Rachel truly is one of the most creative and innovative minds in retail today, so we are honoured to be able to hear from her as she embarks on the next chapter of Story at Macy’s,” said Maura Regan, president, LIMA.

“I look forward to the insight and inspiration she will share with us at Licensing Expo, as we all look for ways to adapt and thrive in this new retail era.”

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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