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In total, the goods are worth more than one billion Swedish kroner that the fashion company must have destroyed in the past five years, reports the BBC.
The goods that were destroyed are those that the company has not been able to sell. The reason the goods were burned is that Burberry wants to prevent them from being sold cheaply or stolen. According to the company, the energy generated by the sources must be used.
– Burberry has put in place comprehensive processes to minimize the amount of surplus we produce. At a time when product disposal is needed, we do it responsibly and we continue to look for ways to reduce or recycle our waste, "says a company spokesman.
Want to make the brand more exclusive
According to the company itself, last year was an exceptional year when they had to destroy a large amount of perfume after they entered a new collaboration with the company American Coty. When Coty had to build a new warehouse, Burberry had to get rid of old products worth $ 116 million.
According to the BBC, Burberry has worked hard in recent years to make the brand exclusive after being hit hard by counterfeit goods.
– The reason they do this is that the market should not be flooded with discounted products. They do not want Burberry products to fall into the hands of anyone who can sell them at a discount and devalue the brand, "said Maria Malone, professor of fashion economics at Manchester Metropolitan University, at the chain.
Last fall, Burberry went one step further to make the brand more exclusive in the coming years. For example, the company will close stores that are not strategically located and will create a center of excellence for luxury leather goods.
"Ignore their own products"
But environmental organizations criticize waste and mean that the quantity of products indicates overproduction, but instead of producing less, the company chooses to burn good clothes and products .
– Despite its high prices, Burberry shows no respect for its own products and the hard work and natural resources used to produce them, "said Lu Yen Roloff of Greenpeace at the BBC.
Shareholders need to be Satisfied
Tim Jackson, director of the British fashion school at Glasgow Caledonian University in London, thinks luxury brands like Burrberry are facing a paradox.He believes that to satisfy the shareholders, they need to develop, which increases the risk of destruction of their identity and storage too important.
However, the new sales strategy has lowered the costs of the company and contributed to the increase in profits, The BBC writes.In spite of largely unchanged sales figures, Burberry announced in March this year a profit increase of about 5 percent, to 4.8 billion. [19659015]
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