Burberry said it will stop the practice of destroying unsaleable products with immediate effect, after the luxury brand received a backlash when it admitted burning and destroying unsold clothes and accessories to protect the brand and prevent them from being sold cheaply.
The firm said the commitment builds on the goals set last year as part of its five year responsibility agenda and is supported by its new strategy, which is helping tackle the causes of waste. Burberry said it already reuses, repairs, donates or recycles unsaleable products and will continue to expand these efforts.
The company said it will also no longer use real fur. There will be no real fur in new creative director Riccardo Tisci’s debut collection later this month, and Burberry will phase out existing real fur products.
Marco Gobbetti, chief executive, said: “Modern luxury means being socially and environmentally responsible. This belief is core to us at Burberry and key to our long-term success. We are committed to applying the same creativity to all parts of Burberry as we do to our products.”