The Burberry store in Mayfair on April 26, 2018 in London, England. Photo: Jack Taylor (Getty Images)
I have been watching/listening almost exclusively to BBC World News America lately and today I learned something shocking about Burberry, a brand I have long admired. "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." Read more here.
I hate to shop and I am not a fashionista but if I were, this brand would be off my list forever as it takes planned obsolesce to new heights. I am completely stunned, how about you?
I hate to shop and I am not a fashionista but if I were, this brand would be off my list forever as it takes planned obsolesce to new heights. I am completely stunned, how about you?
16 comments:
I had heard about this several months ago and was shocked. The consumer is paying for it with every purchase they make from Burberry. Just like we all pay for companies rising costs and theft. So by buying Burberry, you are sacrificing what should be a much better quality item and actually paying for very poor management.
Rosemary,
I like a lot of plaid fabrics, Burberry's recognizable one in particular. At one time I thought it would be fun to own something in the plaid. Never again after I read about the burning of their goods.
I enjoy your short posts and darling pictures.
Yes, stunned. Yes, to not buying their brand. What a waste!
Catherine -- I discussed this with a friend at lunch today. She heard about it when it first happened in July. It was not very well though out by Burberry management and will hurt the brand much more than they realize as this news continues to trickle down. Thanks for bringing in additional points about the brand.
xo, Rosemary
Rebecca -- I sold a vintage Burberry Raincoat last year at a quality consignment shop and got a good price. I only own one ff their wool plaid scarves that I will now wear for warmth when doing yard work. If they decided their goods were worthless, so shall I.
I am glad you enjoy my blog.
xo, Rosemary
Linda Sand -- I was stunned too. I had to walk over to the TV and back up the segment to make sure I heard it correctly. Surely there are worthy charities in London. We have "Dress for Success" here with back to work clothes donated to needy recipients. Burning the inventory was not good for the environment or the reputation of the firm. Yes, it was a waste.
xo, Rosemary
I think I could understand not wanting to discount (feeling it would be "cheapened") their merchandise, but what wonderful advertising they could have gotten by donating it to a worthy cause. Burning it? Talk about acting hoity-toity and better than anyone else!! Actions of a spoiled 12-year old.
Mama Pea -- It sounds as if they are over producing too. If they made fewer garments and accessories, maybe they really would sell out. That is if they haven't hurt the brand too much by this irresponsible practice of incinerating the leftover merchandise. How many different ways can you make a trench coat or a quilted jacket anyway? Sticking with a classic design is never a bad idea.
I agree with you that they could and should have found a better way.
xo, Rosemary
After reading your post,Rosemary, I have to say that all of your readers made excellent points, and I fail to see how marking down merchandise that does not sell at whatever exorbitant price they are asking, compromises the protection against counterfeiting.
Perhaps I misunderstood. After re-reading it, I don't see anything that mentions counterfeiting, but this still seems senseless to me.
I read about this in the summer and I completely agree with you Rosemary. I actually owned a classic Burberry raincoat, left it one day at a Nordstroms that I was working at in the 90s...it was never found. That was the end of my Burberry lifestyle. I think it is insane to destroy perfectly good inventory, it's a sad commentary on the world in which we live.
From a marketing standpoint, for an exclusive brand, I'm not really stunned by this story. But, the whole idea of upscale fashion and the crazy marketing it spawns leaves me with a bad taste in my mouth. I'd love everyone to look at this blog I found where the blogger devotes himself to darning and mending old clothes rather than throw them out. It's the antithesis of the Burberry story. https://tomofholland.com/2018/09/14/the-six-year-darn/
I don't know how I found him (any chance it was you, Rosemary?), but I admire his work so much. I tried to do a fancy darning like his on a motheaten old sweater once. Didn't turn out well, so I frogged it (the darning, not the sweater). I find the green sweater rather charming, in his latest post. In general I like the idea of mending and keeping and not following trends and the latest fashions.
justaweecatnap == Thank you so much for finding Tom Of Holland's blog and passing it on to us. I am completely onboard with his #visiblemending project. Looking back, I have seen many examples on Instagram and had no idea where this movement started. I am so glad today is a rainy day so I can explore his blog; I am still on page 1 (https://tomofholland.com/page/1/).
I am in the process of getting out my winter clothes and I am actually looking forward to finding holes in my favorite sweaters so I can mend them. I have always been a fan of mending anyway. I would much rather mend what I have instead of shopping for something new. My mother always dressed in clothes that never went out of style and she always looked beautiful. Plain and simple designs were also the easiest to sew.
PS -- I read something about Burberry right before I went to bed last night. In early September 2018, the firm said it would no longer burn their old stock. Hooray! They didn't say what they planned to do with it but I'm sure they will let us know. I don't think they expected the backlash that resulted from destroying last season's merchandise.
Thank you once again for commenting and finding Tom of Holland.
xo, Rosemary
I had not heard that! They are off my list!
Love your blog, Rosemary. I check everyday for new posts. Each one is so interesting.
Betty -- Here is the link that confirms Burberry will no longer burn their unsold goods:
https://blog.rebelcircus.com/burberry-agreed-stop-burning-clothes-dont-sell-wasting-28m-worth-merch/
Too late. They are off my list too.
xo, Rosemary
I'm not in the least surprised. Some of these high end folks are pretty stuck on themselves. Just think of some of our folks who could really use their products against the upcoming cold weather...
Bah-humbug...I wouldn't buy from them even if I had the money! They rate right up on my list beside a famous sporting goods brand!!!
Blessings,
J
Post a Comment