Chapter 5

Purchasing, planning, and execution


In 2018, luxury brand Burberry came under media fire for destroying millions of dollars of unsold clothes, accessories and perfumes.

The British brand wanted to ensure that any unsold stock couldn’t be resold at heavily discounted prices and devalue the brand. As a result of the criticism Burberry announced they would reuse, repair, donate or recycle all unsold products.

A similar situation happened for H&M the same year, with $4.3 billion worth of unsold shirts, dresses, and accessories.