Should Burberry Really Be Burning Their Surplus Stock?
The London designer label, Burberry, recently revealed they are burning surplus stock to stop it ‘getting into the wrong hands’, should they really be doing this?
Its been a rocky road for Burberry over the last 15 years. From the mid 90s to the mid noughties it was the thing to have, with high profile rappers, film stars and celebrities kitted out head to toe in their famous Nova Check. Then a massive problem emerged. The brand started to get replicated in places like China & Turkey, mainly the baseball caps and polo shirts, allowing the not so well off to own a bit of the sought after counterfeit check. Burberry then seemed to vanish, for a while anyway, with the notorious Nova Check now a thing for the chavs and would be football hooligans. It was only really recently that a globally recognised Russian streetwear designer with a thing for the 90s really put the brand back on the fashion radar. Gosha Rubchinksy single handily brought back the Nova Check to a new generation of streetwear lovers and fashion enthusiasts with the brand now firmly back in demand.
Burberry recently revealed they are burning surplus stock to stop the brand ‘getting into the wrong hands’. This amount totalled a staggering £28.6m in 2017 with a total of £90m surplus stock over the last 5 years. The question you are probably thinking here is why? And also what are they are actually doing with it? Well the reason according to a spokesperson for the brand was to keep the stock from hitting the discounters. Obviously brand image is something they take very seriously after the whole chav association, however is burning surplus stock the right thing to do?
The surplus stock includes everything from apparel to perfume to accessories with the brand stating that the burning process is as environmentally friendly as possible. But and its a big but, why aren’t they donating this stock to a charity auction? The concept to many is crazy, with figures that could change local communities, house the homeless and feed children who are going to school starving every day. If the brand now wants to have a streetwear connection with the likes of Gosha they need to rethink their ‘real life’ association. Streetwear isn’t about burning stock so the less fortunate can’t afford it, its about connecting people with a mutual love for the scene. All this comes down to is another dirty little secret of the fashion industry and Burberry, we are sorry to say, shouldn’t be doing it. This also comes onto the rising trend at the moment, is streetwear really connected with premium designer labels at all?