British fashion Burberry may not be well known to many students, particularly since they produce and market very expensive clothing that will be beyond most students’ budgets. This case provides opportunities to discuss the conflicts that can exist between the priorities of maintaining and building the image and reputation of a brand and sustainability goals. As an introduction to the case, students could be asked to identify the factors that contribute to brand image. Potential answers include brand/product performance, the ability of brands’ products to meet customer needs, various associations with the brand such as celebrity or influencer endorsements as well as the imagery and value proposition communicated through marketing promotions. For some brands like Burberry, exclusivity is a part of the image. This need for exclusivity/scarcity is at the heart of the problem discussed in the case.

1. As a fashion consumer, how important are the sustainability practices of the company producing the products you buy? If this is an important factor in your purchase decision, how do you find this information? Discuss the implications for marketers.

2. What approaches could Burberry take to sell their excess inventory in a way that would not dilute their brand image of exclusivity? Consider options involving different kinds of online and brick-and-mortar outlets and possible changes to the products before they are sold.

3. $37 million is the retail value of the Burberry clothes that were burned. Given the markup and marketing costs associated with high fashion, the cost of materials and labor to make this amount of clothing might be closer to $3 million. Should this matter in your calculation of whether the practice is ethical?