NRF Launches ‘This Is Retail’ Campaign


516thisisretailThe National Retail Federation has recently launched a new initiative: This is Retail: Careers, Community, Innovation.

If the name is familiar, it’s because “This is Retail” was a video contest that ran as part of the group’s “Retail Means Jobs” campaign. It’s a compelling name, and it’s seeing much broader use here.

The campaign highlights the industry’s opportunities for life-long careers. It also showcases the ways retail strengthens communities and the critical role of retail in driving innovation.

“Our industry has a perception problem – and we need to address it head on,” said NRF President and CEO Matthew Shay. “We will counter the myths about our industry with research and stories that show the true face of retail. That, in fact, retail offers richly rewarding and diverse career opportunities, is central to communities, big and small, and that retail is at the forefront of innovation. By fundamentally transforming the perception of retail, we will ensure the industry continues to thrive and grow.”

Want to feel inspired about the future of retail? The This is Retail website (on its way to a full launch this summer) does a good job of it. It’s due to grow quite a bit, with dynamic, original content, the latest industry news, retail case studies and research.


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