{"id":27458,"date":"2018-07-20T09:40:59","date_gmt":"2018-07-20T09:40:59","guid":{"rendered":"https:\/\/www.retaildetail.be\/mode\/100-millions-deuros-qui-partent-en-fumee-chez-burberry\/"},"modified":"2018-07-20T09:40:59","modified_gmt":"2018-07-20T09:40:59","slug":"100-millions-deuros-qui-partent-en-fumee-chez-burberry","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/mode\/100-millions-deuros-qui-partent-en-fumee-chez-burberry\/","title":{"rendered":"Burberry ziet 100 miljoen euro in rook opgaan"},"content":{"rendered":"

Niet iedereen ziet de noodzaak van duurzaamheid in: het Britse modemerk Burberry<\/strong> stookte vorig jaar voor meer dan dertig miljoen euro aan merkproducten op “om te vermijden dat ze in verkeerde handen zouden vallen”.<\/p>\n

<\/p>\n

\u00a0<\/p>\n

Honderd miljoen gaat in rook op<\/h2>\n

Dat cijfer loopt nog elk jaar op, ontdekte The Times: in 2016 ging ‘nog maar’ voor 21 miljoen euro aan Burberry-artikels de brandstapel op – alles samen zette het merk de voorbije jaren voor liefst honderd miljoen euro aan eigen producten in de fik.\u00a0<\/p>\n

\u00a0<\/p>\n

Het bedrijf gaf in de Britse media toe dat het “processen heeft lopen om overbodige voorraden te minimaliseren” en wees er onder andere op dat een nieuwe parfumdeal met Coty vorig jaar de aanleiding was om voor 10 miljoen pond (11 miljoen euro) aan oud eigen parfum te laten verbranden.\u00a0<\/p>\n

\u00a0<\/p>\n

Eigen aan luxeproducenten<\/h2>\n

Volgens modespecialist Maria Malone van de Manchester Metropolitan University neemt Burberry zijn toevlucht tot zulke extreme maatregelen om het merk exclusiever te maken: “Ze willen geen Burberry-producten in handen laten komen van iemand die ze met flinke kortingen zou kunnen verkopen en zo het merk zou devalueren<\/a>.”<\/p>\n

\u00a0<\/p>\n

Andere luxeproducenten zouden overigens nog veel meer producten uit de markt halen: de voorbije twee jaar heeft Richemont (de eigenaar van Cartier) voor bijna een half miljard aan uurwerken teruggekocht: die zouden voor het grootste deel op het stort beland zijn.\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

Niet iedereen ziet de noodzaak van duurzaamheid in: het Britse modemerk Burberry stookte vorig jaar voor meer dan dertig miljoen euro aan merkproducten op “om te vermijden dat ze in verkeerde handen zouden vallen”. \u00a0 Honderd miljoen gaat in rook op Dat cijfer loopt nog elk jaar op, ontdekte The Times: in 2016 ging ‘nog […]<\/p>\n","protected":false},"author":1,"featured_media":27456,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[14],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-27458","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode"],"acf":[],"yoast_head":"\nBurberry ziet 100 miljoen euro in rook opgaan - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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