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Burberry destroyed £28.6m of clothing and cosmetics last year as part of efforts to protect its upmarket brand and guard against counterfeiting.

巴宝莉公司去年摧毁了2860万英镑的衣服和化妆品,作为努力保护其高端品牌并防止假冒的一种方法。

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 be rife among fashion houses.

据该公司最新的年度报告显示,这家英国奢侈品牌焚烧了相当于8.1万件的标志性格子围巾,据说这种做法在时尚品牌中十分普遍。

Industry insiders say high-end brands burn unwanted stock to prevent their clothes being sold at knockdown prices and worn by the “wrong people”.

业内人士表示,高端品牌会烧掉不需要的库存,以防止它们的衣服以低价出售,被“不适合的人”穿。

But the fashion houses say surplus goods are incinerated to prevent them falling into the hands of counterfeiters.

但是时装公司说,为了防止他们落入制假者的手中,多余的物品被焚烧了。

Burberry destroyed more than £90m of products over the last five years, and the amount burnt annually has increased dramatically.

在过去的五年里,巴宝莉公司摧毁了超过9千万英镑的产品,每年燃烧量也急剧增加。

“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.

时装设计师说:“对于大品牌来说,突然之间同一种产品大幅降价,绝对是非常不利的。”

“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,巴宝莉对这件事特别关注,因为我们都知道,它经历了一个巨大的形象变化,从破旧到高光泽、高时尚。所以他们可能会担心把东西变便宜,把时间倒流。

“It is brand protection, in this case. They don’t want it to go to the wrong people.”

“在这种情况下,这是品牌保护。他们不想让它去找错人。”

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.”

一位发言人说:“巴宝莉公司已经采取了谨慎的措施,尽量减少我们生产的过剩库存。在需要处理产品的情况下,我们会以负责任的态度进行,我们会继续寻找减少和重新评估废物的方法。”

Destroying stock has become common practice for the industry, with retailers describing it as a measure to protect intellectual property and prevent illegal counterfeiting.

销毁库存已成为业内的普遍做法,零售商将其描述为保护知识产权和防止非法伪造的措施。

文章来源:沪江英语

图片来源:视觉中国

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