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How Burberry Turned Around by Burning Luxury Goods
In 2018, Burberry shocked the fashion world when it disclosed that it had destroyed nearly $40 million worth of unsold luxury goods to protect its brand. CEO Marco Gobbetti and chief creative officer Riccardo Tisci bet that scarcity — not discounting — was the only way to reposition a tired logo house as a true luxury player. This episode unpacks the numbers behind that controversial decision: how much inventory Burberry actually torched, what it cost them in reputational damage, and why the strategy ultimately boosted margins and earnings per share. We also look at the ensuing industry…
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