Cognitively, we live so much inside the abstractions of software. Think of how much time one spends "scrolling." When software works well, it's brilliant. We want all the error-handling and bug fixes to occur below the abstraction of user experience. And often, they do. Sometimes, errors reveal themselves to us, like in a marketing e-mail I received recently that addressed me as "Hello, [null]!" Omnichannel retail is no exception. FARFETCH's ambition for "Store of the Future" is promising for its holistic vision and emphasis on a seamless customer experience. If ambition aligns with execution, the company could set the tone for retail. This is a legitimate race... Know thy customer. Also, know who is not thy customer—that is, if you're not in it to scale infinitely. Is that a trick question for businesses? TROY PATTERSON's piece on INDOCHINO is a great read, deftly handled in its consideration for the company's target customer—who Patterson recognizes (rather gracefully) is not himself, but who very well could be Patterson's colleague Evan. See how they fared at Indochino's NYC store. A wonderful read, for so much more than the ebbs and flows of business in the made-to-measure upstart space... AMERICAN GIANT founder BAYARD WINTHROP also knows who is not his customer: those focused on getting the lowest price. And that's why he doesn't see American Giant as being in direct competition with AMAZON or WAL-MART. If given the immediate opportunity, would American Giant want scale of that magnitude? Tough question facing anyone with venture funding—or is it?... Here's a snippet on PATAGONIA's venture fund, TIN SHED... The latest issue of SYSTEM MAGAZINE is out. Here's a brief (but great) interview with founding editor ELIZABETH VON GUTTMAN... WARHOL's store window displays... V&A X-rays.