The news that luxury brand Burberry burns products in order to protect the brand might come as a surprise to some, but it's actually a common occurrence!
A lot of people dream of owning products from luxury brands. In fact, people even save for months just so they can buy a bag, or clothing from one of these brands. And with the discovery that Burberry burns products, a lot of people were outraged. And to be honest, so were we!
However, Burberry claims that they have a good reason for destroying S$51 million worth of their products, despite people saying otherwise.
Burberry burns products to protect the brand
Burberry said that the millions of dollars worth of products were burned in order to protect intellectual property.
According to retailers, reducing the supply keeps the brand’s value intact. They add that it also prevents the surplus products from being sold at a lower price.
“Burberry has careful processes in place to minimise the amount of excess stock we produce,” the company said.
“On the occasions when disposal of products is necessary, we do so in a responsible manner and we continue to seek ways to reduce and revalue our waste,” they add.
It’s a common practice for other fashion brands
Despite the company’s justification, a lot of people aren’t happy with the news, including shareholders.
Environmental groups disapproved with the act and called it wasteful. They add that the company could’ve disposed of their surplus better.
What’s more shocking is that Burberry isn’t alone in this practice. Numerous brands have done this before, such as Louis Vuitton, Chanel, Richemont, and even H&M . And it has been a problem in the industry for a long time.
And with companies starting to shift towards more environmentally friendly practices, it’s just not right to destroying your product to keep its value.
Some brands opt to donate their products to charity, or auction them off at a lower price in special sales.
However, top fashion brands thrive on exclusivity. That’s why they opt to destroy surplus products instead. This limits the supply and makes their products more “exclusive.”
We believe that it’s time for the fashion industry to rethink this mindset. Brands can maintain exclusivity without destroying products. And it isn’t socially responsible especially since some people aren’t even able to afford new clothes.
Hopefully, brands will stop this practice in the future. Not only will it be better for their image, but it will also be better for the environment.
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