A model at the Burberry Spring/Summer 2018 show at London Fashion Week Image: Twitter
High-end clothing brand Burberry's latest move has shocked everyone after it was revealed they have burnt $37.8 million of unsold products last year. That's over Rs 2,60,19,63,000 crore! *gasp* The practice, apparently common in the fashion industry, has spurred criticism from shareholders and consumers who worry about wastage and, of course, the environmental impact.
The brand suggested in their clarification that the energy generated from burning its unwanted products — clothes and accessories — has been captured, thereby making it eco-friendly.
"Burberry has careful processes in place to minimise the amount of excess stock we produce. 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," a spokesperson told BBC.
However, we have a list of things Burberry could have done instead of setting the unsold merchandise ablaze. And trust us, they are completely eco-friendly because we strongly feel it is more important to be socially or environmentally responsible than protecting the image of a brand.
Donate them to those in need
With that amount of clothing, why not donate it to the homeless? They can also lend it to college students so that they can dress well and get the jobs or careers they want.
Conduct a fund-raiser
The brand generally has an A-lister clientele, hence holding a fundraiser would have been a great idea. Their trench coats or bags would have gone for lakhs and that money could have helped a number of NGOs.
Wastage of usable products that could easily have been recycled or reused is an appalling example for other businesses. Relabel it and sell it as a less-expensive seconds range, which will cover the production cost, too. We believe many designers are already doing that.
Just drop the price
Sell it on a mega discounted price. This way, the middle-class would have had the opportunity to stock up their wardrobes.
Well, maybe next season.