Following a damning video posted on TikTok, New York-based leather goods brand Coach said it would stop destroying its unsold goods.
The video of a young TikTok influencer made the buzz. It is Anna Sacks, under the name @thetrashwalker. She reveals bags from the American brand Coach, all slashed and unusable. “I’m so excited to show you all the Coach bags I bought from @dumpsterdivingmama,” she said in her video, which now has over 580,000 likes and 2.5 million views. “As you can see, they are all slashed, which is Coach’s policy.”
She blames the brand for directing employees to deliberately make products unusable as part of a tax loophole that allows them to deduct merchandise as accidentally destroyed.
@thetrashwalker##coach ##donatedontdump ##retailmademe ##dumpsterdiving ##shopping ##climatechange ##haul ##free ##eco ##recycle ##donate ##nyc ##thrift ##repair ##fashion ##style♬ Waltz of the Flowers – The Nutcracker – Pyotr Ilyich Tchaikovsky
Without referring to the young woman’s video, Coach announced in an Instagram post that it would stop destroying “damaged or unsaleable goods” as part of its commitment to “lead with purpose and embrace our responsibility as a global fashion brand.”
At a time when luxury brands need to be transparent with consumers and consumers are increasingly looking at the traceability and eco-responsibility of the products they buy, this buzz is bad PR for the brand.
However, Anna Sacks has committed to give Coach a chance to prove its good faith and repair the merchandise under its one-year warranty program. To be continued!
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Featured photo : © Coach
