Luxury brand Coach announced that it will no longer destroy returns of damaged merchandise in an Instagram post on Tuesday, a statement that comes after a TikTok video showing the brand’s claims, allegedly reduced by employees, either went viral.
“We have now stopped destroying in-store returns of damaged, defective, worn and otherwise unsaleable products that cannot be donated and are committed to maximizing the reuse of these products in our Coach (Re) Loved and other programs. circularity, ”Coach said in an email to USA TODAY.
The coach’s policy change follows a TikTok video from Anna Sacks, which runs by @thetrashwalker on the app and Instagram. In the video, Sacks shows a number of Coach chases that have been curtailed.
“As you can see they’re all cut, which is Coach’s policy. That’s what they do with unwanted goods. They order an employee to cut them deliberately so that no one can use them. , then they write it off as a tax write off under the same tax loophole as if it had been accidentally destroyed, ”Sacks said in the video.
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However, Coach disputed the tax deduction claim.
“The company does not claim any tax benefits for damaged, defective, worn and otherwise non-salable and non-donable store returns that have been destroyed in store,” a Coach spokesperson said in an email.
The TikTok video has garnered over 575,500 likes and 2.5 million views since its publication on Saturday. The merchandise pictured in the video was found in a dumpster in Dallas by Tiffany She’ree, who calls herself @dumpsterdivingmama on Instagram, Sacks said.
Sacks said she plans to bring the items to Coach and request that the merchandise be repaired as part of the company’s repair program.
Coach is not the only company to destroy its own merchandise, which is often done to maintain a brand’s prestige. In 2018, Burberry came under fire after discovering the company had destroyed $ 36.8 million in merchandise. Other brands, such as Louis Vuitton, Nike, H&M, Urban Outfitters, Michael Kors, Victoria’s Secret and JC Penney have embarked on the practice, according to a 2017 report from Vox.
“It’s not just Coach. It’s widespread and it needs to be dealt with in a generalized way,” Sacks said.