Following a strong wave of environmental criticism, Burberry announced recently that they will no longer destroy items deemed ‘unsaleable’. The British brand faced flak for destroying £28.6 million ($ 37.1 million) of ‘unsaleable’ goods over the past year to prevent it from being sold at knockdown prices. Burberry defended its practice, saying that energy was harnessed through the destruction. ETPanache spoke to a few Indian designers for solutions to the problems of unsold inventory.
Talent, Glamour, Opportunity: Delhi Times Fashion Week Was An Extravagant Affair
An Evening Of Fashion
The Delhi Times Fashion Week, an initiative by The Times Group, culminated on a glamorous note at Roseate House, Aerocity. The three-day long event witnessed the presence of the crème de la crème of the lifestyle and fashion world. The extravaganza saw the country’s biggest fashion designers putting their best collections forward.
In pic: Leena Singh with Anukreety Vyas fbb Femina Miss India World 2018
“Regardless of surplus, investment must be done to make sure that the longing for the product is not created by a hype of scarcity. Instead it should be managed through a well-organised supply and demand algorithm. With regards to Burberry, I think that a huge shift in brand identity might have been the real reason to disconnect from the old design and stock.”
Abu Jani-Sandeep Khosla
“We live in a world where resources are precious and to simply destroy is an affront to our personal ethics. Our diffusion label goes on sale once a year, our couture label every five years. So it’s rare for us to have excessive unsold stock. But if stock must be ‘disposed’ off after a few seasons, we prefer to gift to employees or donate to absolute strangers.”
“While destroying unsold stock is a reality in the fashion industry, in India, we’re not there yet. None of the brands in India are at a scale where we have to make that decision. When it comes to our unsold stock, we do discount sales and donate some but we haven’t had to destroy anything yet.”
“Now more than ever, it’s imperative for brands to think of smarter and greener ways of inventory management. One solution to avoid discarding products at the end of a season and ensuring exclusivity is to simply consider small-batch production like we do for our bridal, pret and grassroot lines. Donations, upcycling and repurposing unsold inventory could also be used to not only enhance a brand’s social capital but also provide newer revenue streams.”
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