British fashion brand Burberry has opened a new flagship store in Shanghai, China.
Known for its trench coats, sunglasses and scarfs, the brand will recreate its London flagship in Shanghai‘s Kerry Centre.
The store will feature a number of tech features including use of faÃ§ade that responds to outdoor light and radio-frequency identification technology (RFID) which is woven into apparel and accessories. RFID chips trigger digital content onto mirrors that transform into screens, showing product and runway videos. The company said it would assist with its stock and quality control while enhancing customer experience in-store.
Store assistants will also be able to access customers shopping history and unique preferences while customers can pay by mobile phone.
The store will be an event space, entertainment hub and store.
Longstanding chief executive Angela Ahrendts, who was awarded an OBE earlier this year, will leave the business to join Apple as senior vice president of retail and online stores in mid-2014.
Burberry enjoyed double-digit growth in Asia Pacific as revenue grew 14 per cent to £528m for the fourth quarter of 2013.
A limited edition collection men‘s and women‘s clothing and accessories, including its trench coat, will be available in-store from 25 April.