Burberry deliberately destroys clothes and scents millions "for fear of his brand"

The British Burberry Fashion and Luxury Products, a $ 28.6 million luxury and fragrance product, destroyed his Mark.

Burberry's total damage and devastation has been in excess of £ 90 million over the last five years.

The world's leading fashion companies, including Burberry, often destroy their unsold or unwanted products to prevent them from selling them at a low price, compromising their reputation.

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A spokesman for the company said: "I have Burberry operations Specifically to reduce the amount of surplus production stock When disposal of products is necessary, we do so responsibly and continue to look for ways to reduce and re-evaluate waste. "

The Financial Times 100 a said that last year was unusual because Burberry was forced to destroy a large amount of perfume after signing a new contract with Coti of America.

Since Coty was going to make a new stock, Burberry had to get rid of old products

Maria Malone, the leading fashion speaker at Manchester Metropolitan University, said, "Burberry has made great efforts in recent years to protect its brand and make it exclusive once again.A period of exploitation by the counterfeiters that they put on any matter "

Maria explained that the destruction of unwanted products is part of this strategy.

"The reason is the desire not to flood the market with cuts – Berber products reach the hands of anyone who can sell them cheaply and devalue. the brand. "

Berberi is not the only company dealing with excess luxury products in this manner.

Richmond, which owns the Cartier and Montblanc brands "To redeem its luxury watch products worth 480 million euros (430 million dollars) over the last two years 006] Analysts say parts of these hours will be recycled, but will be eliminated

Environmentalists have expressed anger over garbage and waste

"They do not respect their products, hard work and natural resources are used to produce them. "

" The increasing quantity of stocks leads to overproduction, and instead of slowing down production, they burn clothing and good products. "

Fashion

Tim Jackson, Chief of the British School of Fashion at the University of Glasgow Cald

He said that to please the shareholders, they should continue to grow even if these risks "weaken their identity and lead to a sto ck surplus products ".

"They can not solve this problem."

In November, Burberry announced a renovation to "revitalize" its products over several years.

This includes raising its brand, There are no "strategic" sites and the creation of a "center of excellence" for luxury leather goods.

During the last fiscal year of Barbury, which ended on March 31, the company announced a 5% increase in its profits to 413 million pounds, with a slight variation in sales to £ 2.7 billion. ————————————————– –

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