These days the internet appears to be disrupting every industry in sight. In the world of journalism it drew readers away from print newspapers and magazines and encouraged them to consume their news from laptop screens and mobile phone screens. There is now an entire generation of young people who are accustomed to receiving the majority of their information from a phone versus a physical newspaper or print magazine that they can purchase from a newstand. The world of physical retail is also having its own brush with the ubiquity of the internet. The shopping habits and consumers have changed as new generations comes into their own and an older generation shifts into a different role. This has meant that retailers have not yet learned how to refine their marketing techniques and offerings to fit the tastes of a new generation of shoppers and their businesses are suffering from their inability to make these changes. Physical retailers like Macy’s and J.C. Penny’s have had to close some of their locations down because their sales are not what they used to be.
Many of these older retailers seem to be struggling to keep with digitally native retailers like the massive company Amazon and the upstart fashion retailer TechStyle. TechStyle is a company that was founded by business partners and friends Don Ressler and Adam Goldenberg. Adam Goldenberg and Don Ressler both got their starts in the world of online retail when it was still a nascent industry and long before Amazon had grown into the large empire it is today. According to Norcal.com Adam Goldenberg entered the world of technology and digital retail before he had graduated high school. When he was just 15 he founded an online company that was known as Gamer’s Alliance. The company that Adam Goldenberg founded as a teenager was an advertising network that specialized in offering its services to websites that were focused on videogames. Adam Goldenberg proved to be a tech wunderkind in that he was able to sell his company Gamer’s Alliance to a large tech company that was known as Intermix Media.
Adam Goldenberg was offered an executive position at Intermix Media after he sold his company to the large firm. It was there that he would go on to meet his future business partner Don Ressler. Don Ressler had also sold his e commerce company to Intermix and had also become an employee of the company. After becoming friends during their time at Intermix Media Adam Goldenberg would eventually go on to launch subscription-based fashion brands for women known as JustFab and Fabletics.