A creation by art director Tim Yip. [Photo provided to China Daily]

"Chinese customers are young and they are the generation addicted to social media. Social media has a lot of transparency. You cannot hide yourself. You are what you are. Everything is known immediately by millions people," he says.

"It brings out the authenticity, which is important. The customers get to see the things behind the curtain, not only the products in the store. It also offers transparency of price－they can compare it.

"Everything is developing fast thanks to the technology. So, the difficulty is to keep up with innovation."

Contact the writer at chenjie@chinadaily.com.cn