H&M Incinerating 12 Metric Tons Of Unsold Clothes Every Year Is Not A Discount, Is It Trampling On Social Resources?

Luxury goods such as LV would rather burn up stocks.

In fact, not only luxury goods, but also fast fashion.

H&M has been accused by foreign media that it has incinerated 12 metric tons of unsold clothes every year and has destroyed 60 tons since 2012.

This accusation has pushed the H&M, which has always been the core of environmental sustainability, to the top of the storm. At last, the HM public relations failed, and finally admitted that they regularly secretly burned clothes, but their slow-moving clothes were sent to power plants instead of coal.

Compared with luxury goods, fast fashion brands destroy stocks, not to protect what brands are forced, but really fast.

1-2 times a week, it takes only a couple of weeks to get a piece of clothing from design to global shelves.

It is no wonder that the "obsolete" inventory left over by the new rate.

As one of the most famous fast selling brands in the world, H&M status can be said to be the elder.

In 1947, H&M was founded in Sweden, nearly 30 years earlier than ZARA, and nearly 20 years earlier than the establishment of UNIQLO. Currently, it has exclusive stores in 28 countries.

At first, H&M was only a women's clothing store called Hennes. Later, founder Lin Lin Pearson changed her name to H&M after she bought a men's wear shop. In fact, H&M literally represents the meaning of men's and women's clothing.

In terms of mode, H&M is more inclined to take into account both shipping time and product cost, so it is not as fast as ZARA, but relies on cost leadership to take a place in this industry.

Although the fashion level is not as good as ZARA, after all, ZARA is a big card, and it has copied the essence.

By contrast, H&M is designed to be younger, students are heavier and, of course, cheaper.

Besides, one of the important reasons why H&M is liked by young people is to join hands with big names, celebrities and so on.

In 2004, H&M came to the fashion world to design and launch a cooperative sale.

With the price of H&M, you can put on the clothes designed by Lord Buddha, which has attracted the attention of young people.

After that, H&M invited Stella McCartney, Wakubo Rei, Versace, Balmain, Erdem and so on. Among them, the Balmain series was the most popular, and also found the stars such as Lu Han, Wu Yifan and so on.

H&M almost every time the sale proceeds, there will be young people queuing for goods overnight.

After all, H&M's cooperation has always been in the "limited" name, plus Star Holdings, and a good price.

Although H&M is not in the same position as before, it is still possible for young people to think about buying clothes.

Author: Xiao Fang