Fashion’s big lockdown problem: what will shops do with all their unsold stock?
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telegraph.co.ukThey can sell at a loss, donate - or incinerate Back in 2018, Burberry sparked a firestorm of negative headlines, quite literally, when it emerged that it was burning around £28 million of unsold stock each year.
Burberry was not alone in this tactic - H&M, Nike and Urban Outfitters were also said to be incinerating so-called ‘deadstock’ - a measure employed by many brands to prevent counterfeiters copying their designs and ultimately damaging the brand’s reputation, but those headlines exposed a dirty secret in fashion that until that point, had been kept under wraps.
In the two years since that story broke, the fashion industry has reevaluated its practices. Companies like Parker Lane Group have emerged to help brands offload excess
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