Burberry made two announcements on Thursday, following up on its May 2018 promise to review its use of real fur in its collections. Equally important, Burberry's chief executive Marco Gobbetti responded to criticism from the general public over its practice of destroying its unsold luxury products. In a first move for the luxury brands market, Burberry will become the first company to reuse, repair, donate or recycle all of its unsaleable products.
Gobbetti 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.”
The amount of stock Burberry destroys had risen sharply in recent years, from £5.5 million in fiscal year 2013 to £28.6 million in the last fiscal year. Gobbetti also announced that the creation of a new logo triggered a need for all new packaging, shopping bags, marketing materials, and they would now use recycled materials.
As for the company's use of fur, it's over at Burberry. Riccardo Tisci's debut collection presented at London Fashion Week on September 17 will be fur free.