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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.

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