As a cautionary action, Burberry is recalling a large selection of their clothing from all over the world , including the UAE, according to an advertisement placed in local media.
An advertisement that was placed in Tuesday's edition of Al Bayan notified that a few children-wear items that have been found faulty and could cause harm to little children are to be recalled from the market.
A munufacturing fault was found with the studs and buttons of a few of the Spring/Summer collection items causing them to come off, with a possibility of being life-threatening for young children in case they were swallowed. As a result three to four lines of clothes are recalled.
Burberry said in an official statement sent to Emirates Business that it had "recalled a small number of children wear garments that did not meet our rigorous product standards."
The statement added: "We have no reason to believe that it is other than an isolated case and we have taken all appropriate actions."
The ad is intended to run all over the world for a period of time specified by the legal department of the fashion house, with information posted on their website.
So far Burberry has not received any complaints or recalls from customers in the region, including the UAE, Kuwait and Qatar market and the rest of the stock has been removed from shelves and destroyed, as confirmed by local sources.
According to Burberry, it is not an irregular procedure when it comes to withdrawing product lines that are monitored and found not consistent with the brand standards.
Commenting on the advertising campaign, a communications consultant said: "Product recall is often a difficult decision that inflicts huge costs especially for multinational companies. Yet it would become a good strategy to build brand trust and show that a company is always ready to make the toughest decisions to ensure the safety of their valuable consumers.
"We preach this to our clients in the region, based on case studies from global communications practice showing significant leaps in market share and consumer loyalty can be a result of such campaigns."
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