Burberry burns £28m of unsold luxury clothes a year

Models present creations from the Burberry collection during the brand's catwalk show on the second day of London Fashion Week Autumn  Winter 2018 in London

Burberry sets fire to £28million of its products to stop 'wrong people' wearing their clothes, sources claim

The value of surplus stock sent to be burned has increased from £26.9m previous year and £18.8m in 2016.

Founded in 1856, Burberry has undergone a remarkable rebrand over the past 10 years.

Burberry announced last week that its sales grew by 3% in the 13 weeks to June 30, up from £478 million to £479 million.

Despite their reasoning and the method used, many on social media criticized Burberry for the "utterly disgraceful" practice.

In the photo, Stormi is wearing a Burberry dress made from the fashion house's iconic checked print and Kylie is shielding her face from the lens. Burberry - which is not the only luxury label to ditch leftovers - defended its actions, telling the Times that it donated what it could for recycling and targeted only trademarked products.

But consumer sources told The Times the reason for the practice was to stop products ending up on the "grey market", where they would be sold to the "wrong people" at discounted prices.

It takes the total value of goods it has destroyed over the past five years to more than $150 million.

John Peace, the outgoing chairman, said destroying stock is "not something we do lightly" and Chief Financial Officer Julie Brown said "we take it extremely seriously". Other partners in the initiative include Nike and H&M. Released on Earth Day (22 April), "The Future of Fashion is Circular" campaign rewards any shopper who sells a Stella McCartney item via the United States fashion resale site The Real Real with a $100 voucher to shop directly with the fashion brand in one of its boutiques.

At the luxury end of the spectrum, Richemont has reported "destroying" £421m of watches from its portfolio of brands including Cartier and Jaeger-LeCoultre, and buying back stock across Europe and Asia.

Ms Tually urged luxury brands to value their reputation beyond "exclusivity".

Now, people on Twitter are calling out the brand.

Over the past few years, Burberry has been working hard to make its brand exclusive again after it went through a phase when counterfeiters were "sticking the Burberry check on anything they could", said Maria Malone, principal lecturer on the fashion business at Manchester Metropolitan University.

Among the products destroyed were cosmetics from the company's beauty line, which was sold to Coty.

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