New Burberry store opens in China

By Hannah Cook

Leading British fashion brand Burberry has opened a new flagship store in China.

The new store, situated in Shanghai, features a number of new technologies and some of the latest digital innovations including in-store videos to enhance the customer experience.

The global brand known for its scarves, clothes and accessories, will recreate its London flagship in Shanghai’s Kerry Centre.

In total, 40 screens and 130 speakers will play brand content, creating a new version of the label’s Burberry Retail Theatre concept. Events will also be held at the Shanghai store and broadcasted via live-stream to the brand’s global audience.

In the store, assistants will also be able to access customers shopping history and unique preferences while customers can pay by mobile phone.

Burberry has enjoyed recent growth in Asia with revenue increasing by 14 per cent to £528m for the fourth quarter of 2013.

A limited edition collection of men’s and women’s Burberry clothing and accessories, including its iconic trench coat, are now available in-store.

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