Economy

Burberry to drop real fur from fashion line

Burberry to drop real fur from fashion line

'Burberry is very wise to be ending its association with fur and it joins the ranks of an ever-increasing number of top designers like Gucci, Michael Kors, DKNY and Versace, who have also realised real fur has no future in fashion'.

Burberry and its peers have been burning tens of millions of dollars worth of products annually to maintain the exclusivity and luxury mystique of their brands. In effect, it was once again seeking to preserve its brand.

In July, an earnings report revealed that Burberry destroyed unsold clothes, accessories and perfume worth £28.6m in 2017 to protect its brand.

In other news, the iconic British retailer will also no longer be disposing of unwanted and unsold stock by destroying it, after the practice sparked a firestorm of fury both inside and outside of the fashion industry. Even companies like Nike have faced allegations of deliberately damaging unwanted stock.

"The BFC survey results reflect a cultural change based on ideals and choices made by designer businesses, worldwide brands as well as consumer sentiment", the organization said in a statement.

Still, the case prompted fresh scrutiny of such practices. Politicians, campaigners and other critics rounded on Burberry.

Luxury companies have responded to criticism by pledging to use a greater portion of their steep markups to fund efforts to clean up their supply chains.

With many customers, particularly younger shoppers, becoming more ethically and environmentally conscious, the practice was becoming increasingly damaging to Burberry's image.

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Luxury fashion house Burberry will no longer use real fur, it has announced.

He insisted: 'Modern luxury means being socially and environmentally responsible.

Burberry has grappled with issues around its brand image before. In the 1990s and 2000s, the company's trademark camel check became closely associated with a low-income social group that is portrayed as being obsessed with brand names and cheap jewelry.

Gobbetti, a veteran of the luxury industry, became chief executive previous year, and has since unveiled an ambitious plan to overhaul company practices and take the business more upmarket.

Burberry says that it already recycles or repairs unsold products and off-cuts, and is now looking to expand its efforts.

At the same time, Burberry also established the Burberry Material Futures Research Group with the Royal College of Art to invent new sustainable materials.

One of his first moves was to appoint Tisci, who Gobbetti worked with at Givenchy, as Burberry's chief creative officer.


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