衣服庫(kù)存堆積怎么辦?Burberry的做法震驚我

Burberry destroyed ￡28.6 m of clothing and cosmetics last year as part of efforts to protect its upmarket brand and guard against counterfeiting.

巴寶莉公司去年摧毀了2860萬英鎊的衣服和化妝品，作為努力保護(hù)其高端品牌并防止假冒的一種方法。

The luxury British label incinerated the equivalent of 81,000 of its signature plaid scarves, according to its latest annual accounts, in a practice said to berife among fashion houses.

據(jù)該公司最新的年度報(bào)告顯示，這家英國(guó)奢侈品牌焚燒了相當(dāng)于8.1萬件的標(biāo)志性格子圍巾，據(jù)說這種做法在時(shí)尚品牌中十分普遍。

Industry insiders say high-end brands burn unwanted stock to prevent their clothes being sold at knockdown prices and worn by the “wrong people”.

業(yè)內(nèi)人士表示，高端品牌會(huì)燒掉不需要的庫(kù)存，以防止它們的衣服以低價(jià)出售，被“不適合的人”穿。

But the fashion houses say surplus goods are incinerated to prevent them falling into the hands of counterfeiters.

但是時(shí)裝公司說，為了防止他們落入制假者的手中，多余的物品被焚燒了。

Burberry destroyed more than ￡90m of products over the last five years, and the amount burnt annually has increased dramatically.

在過去的五年里，巴寶莉公司摧毀了超過9千萬英鎊的產(chǎn)品，每年燃燒量也急劇增加。

“In the case of the big brands, it’s absolutely very negative for them to suddenly have the same product with slashed prices,”The fashion designer said.

時(shí)裝設(shè)計(jì)師說:“對(duì)于大品牌來說，突然之間同一種產(chǎn)品大幅降價(jià)，絕對(duì)是非常不利的。”

“Burberry, I can imagine, is particularly concerned about this because we all know that it went through a huge image change from sort of shabby to high gloss, high fashion. So they are probably worried about making things cheap and rolling back the clock.

“我能想象，巴寶莉?qū)@件事特別關(guān)注，因?yàn)槲覀兌贾溃?jīng)歷了一個(gè)巨大的形象變化，從破舊到高光澤、高時(shí)尚。所以他們可能會(huì)擔(dān)心把東西變便宜，把時(shí)間倒流。

“It is brand protection, in this case. They don’t want it to go to the wrong people.”

“在這種情況下，這是品牌保護(hù)。他們不想讓它去找錯(cuò)人。”

A spokesman said: “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.”

一位發(fā)言人說:“巴寶莉公司已經(jīng)采取了謹(jǐn)慎的措施，盡量減少我們生產(chǎn)的過剩庫(kù)存。在需要處理產(chǎn)品的情況下，我們會(huì)以負(fù)責(zé)任的態(tài)度進(jìn)行，我們會(huì)繼續(xù)尋找減少和重新評(píng)估廢物的方法。”

Destroying stock has become common practice for the industry, with retailers describing it as ameasure to protect intellectual property and prevent illegal counterfeiting.

銷毀庫(kù)存已成為業(yè)內(nèi)的普遍做法，零售商將其描述為保護(hù)知識(shí)產(chǎn)權(quán)和防止非法偽造的措施。