The retail landscape is changing. And, if we are to allude to an obscure 1983 Depeche Mode song, you could equally say the retail landscape is dying. No longer can a store simply sell cool clothing. As we’ve seen in countless department store and shopping centre closings, just offering a ton of stuff that’s devoid of character no longer speaks to the evolving consumer. The next jump – and if you’ve ever read a content marketing 101 guide, you know exactly where we’re going – is into lifestyle content. Yes, it’s cliché, and yes, it’s mostly a buzzword, but the phrases espoused by marketing professionals contain a kernel of truth for the retailers learning to survive in the present time: You have to have substance and a story to tell.