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NRF Debuts Campaign to Boost Perception of Retail

Posted on April 12, 2013 by HFN Staff

WASHINGTON-The National Retail Federation has launched an initiative geared toward broadening and enhancing perceptions of the U.S. retail industry.

Titled "This Is Retail: Careers, Community, Innovation," the campaign will throw the spotlight on opportunities in retail for life-long careers, how retailers strengthen communities here and abroad, and the role retail plays in driving innovation. It will make use of a website (thisisretail.org, which is slated to fully launch in June), a road show and calendar of events including thought leadership from industry insiders, new and original research exploring trends within community building and retail innovation, social-media elements, grassroots initiatives directed at policy makers and national advertising multiple media.

Matthew Shay, NRF's president and CEO, announced the campaign yesterday at the Global Retailing Conference in Tucson, Ariz. In addition, Shay sent a letter to the U.S. Congress, in which he highlighted the importance of the initiative and encouraged larger discussions about retail's impact on the economy, consumers and American jobs.

Asserting that the retail industry has "a perception problem," Shay added, "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."