In a bid to avoid tarnishing its brand, Burberry ended up tarnishing its brand.
The U.K. company, known for fashionable clothes, perfumes and more, has made headlines by incinerating millions in overstock rather than allowing its products to fall into the wrong hands.
“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,” a spokesperson for the company said.
The FTSE 100 company said last year was unusual as it had to destroy a large amount of perfume after signing a new deal with US firm Coty.
The move drew criticism from consumers who see the burning of the overstock a waste—and environmentally irresponsible.
There are people out there who can barely afford clothes and Burberry burnt £28 million worth of product because of complete snobbery.
Rich people make me want to throw up.
— Shellyð³ï¸ð (@shelly_tompkins) July 19, 2018