3 things Burberry could have done instead of burning $37 million worth of unsold goods.
Photo by Kevin Lee/Getty Images.

In 2017, the British luxury brand Burberry burned over $37 million worth of unsold clothes, perfumes, bags, and other goods.

And over the past five years, they've reportedly incinerated over $117 million worth.

The luxury brand intentionally destroys their surplus products as an attempt to help protect their brand and stock. According to the BBC, Burberry has been making serious efforts to make their goods appear as exclusive commodities after an uptick of counterfeit items have hit the gray market.


"The reason they are doing this is so that the market is not flooded with discounts," Maria Malone, a fashion business professor at Manchester Metropolitan University, told the BBC. "They don't want Burberry products to get into the hands of anyone who can sell them at a discount and devalue the brand."

But the exposure of this practice has people furious.

Clearly, the brand's priorities can and should be called into question, and people spoke out on social media.

Burberry definitely could've addressed this issue in ways that didn't involve completely destroying their products.

1. They could've slowed production.

While Burberry insisted that "the energy generated from burning its products was captured" — meaning it was done in a supposedly green way — at least a few environmental activists have criticized Burberry for wasting the natural resources used to make their products in the first place.

Lu Yen Roloff, an activist from Greenpeace, said that one way they could've prevented this is by slowing production of items rather than overproducing and destroying the excess.

"Despite their high prices, Burberry shows no respect for their own products and the hard work and natural resources that are used to made them," Roloff told the BBC. "The growing amount of overstock points to overproduction, and instead of slowing down their production, they incinerate perfectly good clothes and products."

2. They could've de-branded and donated the goods to charity.

Others on Twitter suggested that by altering the appearance of their items, Burberry would be able to protect itself from cheapening the brand or enabling counterfeiters.

3. They could've garnered positive publicity by donating to charity.

While this may come off as unsavory, it's still a more conscious alternative to burning. Burberry could've simply donated their items to homeless shelters and other charitable organizations. The PR from such an act would have certainly attracted public attention — and more profit.

Burberry isn't the only brand that uses this practice, but let's hope they see the backlash and consider changing their ways.

Both Chanel and Louis Vuitton have intentionally destroyed their unwanted items to help make their brands remain "exclusive." But in a time where more people are grappling with poverty, food insecurity, and homelessness, these fashion brands should be aware of what kind of message they're sending.

Let's hope they recognize that their impact on the world matters.

Courtesy of CeraVe
True

"I love being a nurse because I have the honor of connecting with my patients during some of their best and some of their worst days and making a difference in their lives is among the most rewarding things that I can do in my own life" - Tenesia Richards, RN

From ushering new life into the world to holding the hand of a patient as they take their last breath, nurses are everyday heroes that deserve our respect and appreciation.

To give back to this community that is always giving so selflessly to others, CeraVe® put out a call to nurses to share their stories for a chance to be featured in Heroes Behind the Masks, a digital content series shining a light on nurses who go above and beyond to provide safe and quality care to patients and their communities.

First up: Tenesia Richards, a labor and delivery nurse working in New York City who, in addition to her regular job, started a community outreach program in a homeless shelter that houses expectant mothers for up to one year postpartum.

Tenesia | Heroes Behind the Masks presented by CeraVe www.youtube.com

Upon learning at a conference that black mothers in the U.S. die at three to four times the rate of white mothers, one of the widest of all racial disparities in women's health, Richards decided to take further action to help her community. She, along with a handful of fellow nurses, volunteered to provide antepartum, childbirth and postpartum education to the women living at the shelter. Additionally, they looked for other ways to boost the spirits of the residents, like throwing baby showers and bringing in guest speakers. When COVID-19 hit and in-person gatherings were no longer possible, Richards and her team found creative workarounds and created holiday care packages for the mothers instead.

Keep Reading Show less
via The Walt Disney Company / Flickr

One of the ways to tell if you're in a healthy relationship is whether you and your partner are free to talk about other people you find attractive. For many couples, bringing up such a sensitive topic can cause some major jealousy.

Of course, there's a healthy way to approach such a potentially dangerous topic.

Telling your partner you find someone else attractive shouldn't be about making them feel jealous. It's probably also best that if you're attracted to a coworker, friend, or their sibling, that you keep it to yourself.

Keep Reading Show less
Courtesy of CeraVe
True

"I love being a nurse because I have the honor of connecting with my patients during some of their best and some of their worst days and making a difference in their lives is among the most rewarding things that I can do in my own life" - Tenesia Richards, RN

From ushering new life into the world to holding the hand of a patient as they take their last breath, nurses are everyday heroes that deserve our respect and appreciation.

To give back to this community that is always giving so selflessly to others, CeraVe® put out a call to nurses to share their stories for a chance to be featured in Heroes Behind the Masks, a digital content series shining a light on nurses who go above and beyond to provide safe and quality care to patients and their communities.

First up: Tenesia Richards, a labor and delivery nurse working in New York City who, in addition to her regular job, started a community outreach program in a homeless shelter that houses expectant mothers for up to one year postpartum.

Tenesia | Heroes Behind the Masks presented by CeraVe www.youtube.com

Upon learning at a conference that black mothers in the U.S. die at three to four times the rate of white mothers, one of the widest of all racial disparities in women's health, Richards decided to take further action to help her community. She, along with a handful of fellow nurses, volunteered to provide antepartum, childbirth and postpartum education to the women living at the shelter. Additionally, they looked for other ways to boost the spirits of the residents, like throwing baby showers and bringing in guest speakers. When COVID-19 hit and in-person gatherings were no longer possible, Richards and her team found creative workarounds and created holiday care packages for the mothers instead.

Keep Reading Show less