Fashion fusion

British brand Burberry is known for its classic style, but it's not afraid to stay abreast of the tech trends, Tiffany Tan reports.

Burberry is one brand that's proud to be a paradox. The British label is best known for its trench coat that was developed at the turn of the 20th century, yet it is now the fashion world's leader in digital innovation.

It has allowed fashionistas to order clothes straight from the runway via its website-several months before the pieces appear in stores. It has enabled shoppers to customize their trench coats online, where they choose details such as the cuff design, lining material and button type.