Burberry burned clothes and perfumes of 90 million pounds so as not to risk being sold at a low price

The British company Burberry destroyed last year 's stock worth 28.6 million pounds in order to protect its brand. In total, over the past five years, Burberry's destroyed merchandise is over 90 million pounds.

This practice – destroy unsold – is adopted by many brands to prevent their theft or sell at low prices.

The company said last year that it was to destroy a large amount of perfume after signing a new contract with the American company Coty. The latter made a new stock and Burberry had to get rid of 10 million pounds.

"The reason I am doing this is that the market is not being reduced by discounts.Burberry comes into the hands of anyone who can sell them at lower prices and so devalue the brand, "said Mary Malone of Manchester Metropolitan University.

Environmental activists are still unhappy with this loss. "Despite the high prices, Burberry does not show respect for its own products, the workforce and the natural resources that are used to make them," said Lu Yen Roloff of Greenpeace

. "Burberry is only the tip of the iceberg."

On the other hand, Burberry transmitted that the energy generated by the combustion of these products

During the last fiscal year ended March 31, the British company announced an increase in its profits from 5%, to 431 million pounds, with sales reaching 2.7 billion pounds.

Follow Newspapers. com and Facebook!