Burberry Burning? British Retailer Reportedly Torched Over $33 Million of Unsold Merchandise

The Burberry store in Mayfair on April 26, 2018 in London, England.
The Burberry store in Mayfair on April 26, 2018 in London, England.
Photo: Jack Taylor (Getty Images)

Burberry, baby. What is you doing?

Understandably, high-end brands want to keep their cache (and fashion plagiarism is a very real thing), but the British luxury retailer Burberry has taken protecting their brand to new extremes, reportedly burning over $33 million in unsold merchandise rather than sell it at discount or donate it. This is odd, since Burberry outlets do exist, and their products can regularly be found on discount at the outlets of upscale retailers like Nordstrom, Saks Fifth Avenue and Neiman Marcus.

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But according to ABC7 Chicago, clothing, accessories and perfume all ended up on the pyre, as “Burberry believes the method is a way to control brand authenticity.”

It sounds incredibly wasteful and carbon-emission producing to us, but not to worry: Burberry also says it “saves the energy captured in its massive product burns.” How, we don’t know, and for what, no one has said.

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Presumably, it’s more of a waste to see your product worn by people who can afford it at 60 percent off. We’ll have to wait until the smoke clears on this one, but the mere thought of all that wasted luxury makes us want to burn it all down.

Maiysha Kai is Managing Editor of The Glow Up, co-host of The Root Presents: It's Lit! podcast, and your average Grammy-nominated goddess next door...May I borrow some sugar?

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DISCUSSION

When I use to work at a travel bookstore, we did this with the updated books. Rip off the cover and trash the rest. No clue they did this with clothes but it makes sense. Also shows how the stuff the sell at the outlets is NOTHING like the designer, despite having the same name.