SINGAPORE - At Burberry's newest store in China, you can digitally personalise your fitting room's interior and music, access styling options for items of clothing, and unlock a secret "interactive weather" room - all through social media app WeChat.
These functions and more are part of the immersive digital experience Burberry hopes to give its customers. The British fashion house unveiled its "social retail" store in Shenzhen, China's technology hub, on July 31.
Already a subscriber? Log in
Read the full story and more at $9.90/month
Get exclusive reports and insights with more than 500 subscriber-only articles every month
ST One Digital
$9.90/month
No contract
ST app access on 1 mobile device
Unlock these benefits
All subscriber-only content on ST app and straitstimes.com
Easy access any time via ST app on 1 mobile device
E-paper with 2-week archive so you won't miss out on content that matters to you
