Burberry have once again proven themselves to be the top digital luxury brand and have become the first brand to create Snapchat’s QR-style ‘Snapcode’ feature on its products. The new feature will give shoppers exclusive access to content when they are in stores including a director’s cut of the latest Mr Burberry men’s fragrance campaign ad, grooming and tailoring tips and a behind-the-scenes video. The content is all centered around the theme “how to be a modern man” and will be available for 24 hours. Burberry’s digital team create all their social content in house, including their Snapchat. The Burberry’s CEO, Christopher Bailey has said “digital is a fundamental and integral part of who we are – it’s central to our way of thinking”.