Burberry burned €32 million worth of stock

[beanaseireann]

Is this for real?
Reported in the news.
What a waste of resources making goods in the first place.
Apparently it is a fashion industry wide response to over production.
Appalling.

And because they don't want their stuff being discounted so people who can't afford the full price might be seen in it. It's disgusting.

It’s apparently to stop counterfeiters getting hold of it.

A bit of both apparently Taco and Fluffy.
The world is mad !

From an environmental perspective it is bloody disgusting.

I hope they get hung out to dry for it.

I thought the awfulness of our consumer society could no longer shock me. Turns out it can.

This repulses me. Is this what we’ve become? They ought to have donated it for auction for charity. I don’t know really, just not this massive waste. Shocking.

It is indeed repulsive.

Hypocritical op in terms of ethics when they are partnered with Elvis and Kresse to rescue off its from landfill!

I'm sure they could have recycled the merchandise into something else

Hypocritical too not op!

Oh ffs!

offcuts not off its.

Must pay more attention to proof reading

Is this for real. Ffs. Disgusting.

Their stock, their choice imo. If you don't like it, just don't ever buy Burberry again....not that's likely to stop them!

I can't personally see the point of any Burberry stuff anyway.....obviously too lower class.

It's to keep prices high and maintain the brand prestige. They'd have to sell it cheap to shift it and that damages the premium nature of the product. It's no longer premium if it's more affordable. They can't just store it indefinitely.

I’m sure they’re all at it, including cheap brands. The article about it said a lot of it was perfume, not that it makes it better

From a marketing perspective, they have spent years and £££ recovering from the “chav check” era, so this is about maintaining brand exclusivity. I suspect the backlash from this will actually damage the brand further in many people’s eyes, at a point where some (at least me) still hear Burberry and instantly picture Daniella Westbrook or Jeremy Kyle’s guests.

Daniela Westbrook killed them off years ago, but yes it's still disgusting of them to burn them.

This is not unique to Burberry - Hermes and LV also do this. It makes business sense to not dilute their brand by discounting.

Agree, for the environment it is disgusting but apparently many companies do this. It’s nothing new, just this time it’s been picked up by the mainstream news.

Very wasteful, and shallow of them. Really the more exclusive it is, the more the counterfiters will be faking their brand. They do not want Joe Blogs to own their things, well Joe Bloggs with probably get a fake, which will be worse for them, or go on e bay to get a pre loved item for a fraction of the price, and there are out there, genuine Christian Dior, Chanel, at say 80% their original sale value. They will only have themselves to blame, and they deserve it.

This is quite widespread in the fashion industry

I think that Burberry became so lower end, because their check was being faked and sold in markets and discount fashion outlets, on caps and scarves. It is the faking of the brands that make it lower end, not their goods being supplied to outlet stores. At least then, they would be making profit then if people buy black market fakes.

I have no doubt it's widespread in the industry but if it takes a bit of naming and shaming to bring it out into the open then I'm all for it.

A company like Burberry should be perfectly capable of thinking up a way of dealing with unwanted stock without waste or damaging their brand. They're supposed to be creative for fucks sake.

Totally agree @Floisme. There may be reasons for this but they certainly don't excuse it or make it right.

If they are trying to stop their perfume being sold on the cheap they are too late, I’m afraid. Burberry scents regularly pop up on discount cosmetics sites. I bet the stuff went up like a Kuwaiti oil well.

A Burberry mac has been on my wish list for ages but I've been put off by this news.