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(wàn)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(wàn)件的標(biāo)志性格子圍巾，據(jù)說(shuō)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(shuō)，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(guò)去的五年里，巴寶莉公司摧毀了超過(guò)9千萬(wàn)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(shuō):“對(duì)于大品牌來(lái)說(shuō)，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?，它?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(shuō):“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(guò)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(xiāo)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。