If you were floored by the news that watch companies would rather destroy their products than have them be sold at lower prices, then you had better sit down before reading any further. According to reports, British heritage brand Burberry also burned away clothes and beauty products worth a whopping £28 million over just the past year.
So why do brands take a torch to their own goods? Luxury brands thrive on exclusivity and limited production, so when they find themselves with excess stock, it can be a huge problem. Some brands will destroy their own products in order to avoid having to sell it at “sale” prices, however it has been reported that Burberry officials are more concerned about their products being sold on the grey market or even counterfeited.
When people with an interest in counterfeiting clothes get a hold of originals, this devalues the brand and allows for copies to flood the market. Burberry’s checkered print is already among the most copied designs seen on counterfeit luxury items.
“Burberry has careful processes in place to minimise the amount of excess stock we produce,” aid a spokesperson for the company. “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.”
Our heart breaks for all the fabulous trench coats that ended up in an incinerator this year!