Many retailers today are known for being risk takers. Would it be fair to say that Nike is a different and a creative type of shoe store? Other risk takers include FAO Schwartz, Warner Brothers, ABC Carpet and Home, Anthropologie, Barney's, Crate & Barrel, Wet Seal, IKEA, and Barnes & Noble.
What is it that these retailers do to set themselves apart? They create a shopping experience for the customer.