Burberry burns bags, clothes and perfumes worth millions of pounds to save its brand

High fashion brands splurge millions of dollars in marketing and brand endorsements to keep up their brand value and reputation. But Burberry burns its own merchandise to keep its brand value intact.

Why Burberry burns its own merchandise?

The major reason for brands destroying their own unwanted products is the possibility of them getting stolen or being sold cheap – diminishing its exclusivity. Last year, Burberry burnt unsold clothes, accessories, and perfume worth £28.6m to prevent cheap access to its brand – through huge discounts and theft of products. Shockingly, in the past 5 years, it has burnt more than £90m worth of its products to protect brand ‘Burberry’.

According to a report published in BBC, Burberry said that it has captured the energy generated from burning its products, making it environmentally friendly. Very generous!! Isn’t it?

“Burberry has careful processes in place to minimise the amount of excess stock we produce. On the occasions when disposal of products is necessary, we do so in a responsible manner and we continue to seek ways to reduce and revalue our waste,”

This practice has made one thing very clear – Burberry customers are not only paying for their own products but also for the products which Burberry simply ‘burns’ every year. Food for thought!!

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