Why Are Brands Burning Stock?
Music by: CjOnTheBeat – Alone.
It’s CULTED with your 60-second FASHION BLAST.
Do you know what happens to old stock at the end of each season? In order to clear ‘deadstock’, many brands are destroying unsold clothes to avoid reducing the price of items.
Burberry faced massive backlash in 2018 when it came out that the brand had burned £28.6m worth of unsold products. Maria Malone, a lecturer on Fashion Business at Manchester Met University explained: “The reason that they are doing this is so the market is not flooded with discounts. 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 Burberry is not the only brand that has been found destroying stock.
Louis Vuitton, Michael Kors and Cartier have all been known to do the same. It’s not just happening with luxury brands. Nike, H&M and Urban Outfitters have all also been accused of burning clothes.
It’s no secret that fashion is one of the most polluting industries in the world so why is it still happening?
Why are perfectly good clothes being burnt and sent to landfill when there are so many alternatives?
Did you know about fashion’s dirty little secret? Let us know below.
Watch more videos on CULTED
See also: BAFTAS BID FOR SUSTAINABILITY