衣服库存堆积怎么办?Burberry的做法震惊我了
Burberry destroyed £28.6m of clothing and cosmetics last year as part of efforts to protect its upmarket brand and guard against counterfeiting. The luxury British label incinerated the equivalent of 81,000 of its signature plaid scarves, according to its latest annual accounts, in a practice said to be rife among fashion houses. Industry insiders say high-end brands burn unwanted stock to prevent their clothes being sold at knockdown prices and worn by the “wrong people”. But the fashion houses say surplus goods are incinerated to prevent them falling into the hands of counterfeiters. Burberry destroyed more than £90m of products over the last five years, and the amount burnt annually has increased dramatically. “In the case of the big brands, it’s absolutely very negative for them to suddenly have the same product with slashed prices,”The fashion designer said. “Burberry, I can imagine, is particularly concerned about this because we all know that it went through a huge image change from sort of shabby to high gloss, high fashion. So they are probably worried about making things cheap and rolling back the clock. “It is brand protection, in this case. They don’t want it to go to the wrong people.” A spokesman said: “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.” Destroying stock has become common practice for the industry, with retailers describing it as a measure to protect intellectual property and prevent illegal counterfeiting. |