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To prevent their creations from being stolen or sold at a lower price, Burberry decided to destroy all the remaining products, valued at 32 million euros.
LONDON (EFE) –
The British luxury brand Burberry destroyed last year all the products that it did not sell – clothing, accessories and perfumes – in order to protect its brand, according to its annual report, released this Thursday.
In order to prevent their designs from being stolen or sold at a price lower than the corresponding price, Burberry decided to destroy all those remaining products, valued at 28.6 million pounds (32 million dollars). 39; euros)
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According to the company, the energy that is generated by this combustion is stored, so the process does not contaminate
Burberry however acknowledged that last year the volume of destroyed products was higher than usual because they had to get rid of a lot of perfumes after signing a new agreement with the American brand Coty.
Po For this reason, the British company was forced to eliminate the creations – mainly perfumes – which had a total value of 10 million pounds (11.19 million euros).
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"Burberry is very careful in trying to minimize the amount of surplus stock we produce. In cases where it is necessary to dispose of the products, we do so responsibly and we are always looking for ways to reduce and re-evaluate our waste, "said a spokesman for the company.
Efforts to position itself as one of the leading brands in the luxury market, trying to recover the exclusivity that characterizes it, which means that it must avoid copying and imitation.
Lee: Three cases of successful luxury brands According to the latest available data, the company announced this year a 5% increase in profits, which reached 413 million pounds (462 million). euros).
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