Burberry have solidified their position as a brand that is open to, and capable of utilising new, exciting technology in ways that appeal to their customers. For example, the launch of their largest store in Asia saw guests plunged into an immersive, 360Ëš multi-sensory experience. Their new Smart Personalisation service launches with their A/W 2013 women’s wear collection and allows customers to order items they see on the catwalk show to be delivered to them nine weeks later. To add a unique touch, a personalised engraving can be added as well.

Perhaps more interestingly, customers can also scan a code on an item of clothing from the new collection that activates a short film showing the garment’s construction. In addition, if you do this in the brand’s flagship store in Regent Street, then smart screens around the shop also display the film.