Burberry burned €32m of unsold products 'to protect brand'

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The practice of destroying unwanted items to prevent them being stolen or sold cheaply is common in the fashion industry, but it appears to becoming more prominent.

Burberry claimed the energy generated from burning its products was captured, making it environmentally friendly.

"Burberry has careful processes in place to minimise the amount of excess stock we produce".

Avoid becoming a victim of Fake News. Under the new deal, Coty will exclusively hold the licensing rights to Burberry's beauty range.

Environmentalists have criticised the practise of destroying unwanted goods in the past.

Burberry, with a market capitalization of about $11.6 billion, isn't the only high-end brand destroying unsold stock to protect the brand and keep the goods from falling into the hands of discounters.

Under the leadership of Bailey the label managed to turn itself around, becoming once-again the luxury label it had lost sight of, seeing share prices rise 729 per cent under Bailey's leadership.

Richemont, which owns the Cartier and Montblanc brands, has had to buy back €480m (£430m) worth of watches over the last two years.

A 2011 law requires all reasonable steps to be taken to apply a "waste hierarchy" that prioritises reusing or recycling products over burning them.

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Environmental campaigners are angry about the waste.

Brodde instead suggests "it is high time to step on the brakes, slow down the production of goods that are not even needed and rethink our obsession with economic growth".

"It's a dirty secret of the fashion industry". Released on Earth Day (22 April), "The Future of Fashion is Circular" campaign rewards any shopper who sells a Stella McCartney item via the U.S. fashion resale site The Real Real with a $100 voucher to shop directly with the fashion brand in one of its boutiques.

Only selected limited edition pieces will be available for immediate purchase from Tisci's debut London Fashion Week show in September, with the full collection being released in February.

To satisfy shareholders, they have to keep expanding even if that risks "diluting their identity and creating excess stock", he said.

The document goes on to say that unauthorised sales of Burberry products damages both the Burberry brand image and profits and is something they won't stand for.

The fashion house is in the middle of a revamp meant to "re-energise" its products over several years.

The upmarket firm has been battling to maintain its exclusive brand.

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