Source: Business Insider
Fall Risk founder and design director John Targon said during a session at Business Insider’s IGNITION: Redefining Retail conference in New York City on Tuesday that bucking the trend of “frictionless” retail helped his company grow. When Targon founded his company in early 2019, Fall Risk customers had to call a company phone number, 212-982-RISK, to order clothing and interact with the brand. Maggie Winter, CEO and cofounder of AYR, whose company FaceTimes its customers, said that building connections and personal relationships with shoppers is essential. Sign up for Business Insider’s retail newsletter, The Drive-Thru . Visit Business Insider’s homepage for more stories . For Fall Risk founder and design director John Targon, the Amazon approach is not ideal. “I think I kind of buck the trend of ‘make things easy’ and ‘deliver in one click,'” Targon said of his business model during Business Insider’s IGNITION: Redefining Retail conference in New York City on Tuesday. Targon spoke with AYR CEO and cofounder Maggie Winter in a conversation moderated by Leandra Medine, founder of Man Repeller.