Too often we've heard the GFC or disruptive technology blamed for discounting and reduced margins, which of course, are contributing factors. But I think there's a much more basic reason. Simply, marketers have been slow to adapt to the new fundamentals.

Luring to store, keeping them there, upselling and cross-selling. That's been the goal of every retailer since Adam asked Eve "would you like fries with that?"

So when Urban Outfitters opened their new midtown Manhattan Herald Square store it was a chance to make a real statement.

Should we expect fireworks if Millennials and Boomers were to meet for a bite? Some shin scarring kicks beneath the table perhaps?