electronic tags have been woven into garments and accessories so that, when these are held up in front of special screens in store, moving images appear, showing the same item on the catwalk.
This service is part of a range of creative technology on display in the brand's latest London store, which opened in Regent Street in September. Dubbed Burberry World Live, the store not only allows shoppers to ponder the options for a bespoke version of Burberry's famous raincoat, which can then be ordered online. It also gives them the chance to attend events including gigs by the likes of the Kaiser Chiefs and the teenage singer-songwriter Jake Bugg, which are streamed online. (Butler, 2013a).
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