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For the sake of protecting its brand and preventing counterfeiting, Burberry burned, in 2017 alone, nearly 31 million euros in clothing and cosmetics.
The equivalent of 20000 trenches
The British luxury brand Burberry destroyed last year clothes and cosmetics worth more than 28 million pounds (about 31 million euros) to protect its mark, according to its annual report.
This equates in value to the disappearance in smoke of about 20,000 iconic trenches of the famous brand, and represents a 50% increase over two years ago.
A widespread system
Of this total, some 10 million pounds (11 million euros) of cosmetics and perfumes were destroyed in 2017, a rise justified by the group by the transfer of its beauty license to the group American Coty.
Destroying stocks rather than selling them at a low price. The destruction of products is widespread among both large retailers and luxury brands who see it as a way of protecting intellectual property and preventing counterfeiting by destroying their inventories instead of selling them at a low price.
"responsible" destruction
Burberry has defended itself from criticism by ensuring "working with specialized companies that are able to recover energy from the operation" of destruction. "When we have to destroy products, we do it responsibly and we continue to look for ways to reduce and upgrade our waste," said a spokesperson.
Morosity of sales. Tim Farron, environmental critic for Britain's Liberal Democrat opposition party, described the group's practice as "scandalous", saying "recycling is much better for the environment than burning to generate energy".
Morphiness of sales
The group recorded a small increase in its net profit in 2017-2018, slowed by a sluggish sales that should continue in the next two years. The brand is now trying to strengthen its presence in the very high-end, while leading a redesign stores.
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