why do luxury brands burn their own goods

Best answer


The justification brands give to destroy or burn their products is tomaintain the scarcity of their goods and the exclusivity of their brands. They don’t want it to sell at a lower price as it may harm their brand image. It is also a major reason why they never go on sale.

People also ask


  • Do luxury companies still burn stock to protect brand image?

  • Discount-averse luxury companies have, in the past, burned excess stock to protect brand image and some are refusing to rule out that they still do it now.

  • Why do people buy luxury brands?

  • Fortunately for luxury brands, the Internet has made them easily accessible for impulse shopping. A sense of accomplishment is another reason why some people buy luxury goods. They want to reward themselves for their hard work by treating themselves to something they typically could not afford.

  • Should we be worried about the growing obsession with luxury brands?

  • Beyond purveyors of luxury goods, the growing obsession among some consumers to acquire luxury brands, particularly when they cannot reasonably afford them, is also a concern.

  • Why did Burberry burn $37 million in unsold clothes?

  • Last July, luxury British brand Burberry made headlines 鈥?and faced major backlash 鈥?when it announced that it had burned about $37 million dollars of unsold clothing and cosmetics. The reasoning behind it? They wanted to maintain the company鈥檚 brand value by preventing the items from being stolen or sold for vastly reduced prices.

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