Chapter 1220 1220 Long-Term Cooperation

"Then I can understand that if Burberry opened a branch in Los Angeles, would you like to visit often?" Thomas's answer was very clever. Although it involved work, it was more of a friend's perspective, which seemed relaxed and casual.

Hugo didn't think too much about it. His impression of Burberry was always good. He nodded directly, "Of course. I have always had a good impression of Burberry's trench coats and suits, although I don't think your T-shirts do not. any bright spots."

Hugo's words made Thomas laugh, but he was not angry, because he knew that Hugo also had an opinion on Burberry's too much adherence to the classics, "Don't worry, we are aware of our own problems. , we invited Roberto - Menichetti (Roberto. Menichetti) as design director, I believe this autumn and winter design will show a new style."

Thomas did not explain in detail, but since the chemistry between Hugo and Burberry completely reversed the situation of Burberry's poor operation in the United States, the British headquarters gradually realized that they had to make changes. Before that, Burberry had always adopted the design group concept, which was out of tune with the trend of the current fashion industry's popular design director leadership team, but after being inspired by Hugo, they also realized the importance of the design director.

Despite this, Burberry's stubbornness and stubbornness still seemed cautious. It was not until the new CEO took office this year that he boldly invited Italian Roberto to serve as Burberry's first design director. Sixteen months have passed since the blockbuster at the 66th Oscars. But even so, Burberry introduced a design director three years earlier than the time and space before Hugo traveled.

Hugo didn't know much about fashion, and he didn't know who Roberto was, but he remembered that Burberry rose strongly after the introduction of the concept of design director. While retaining their classics and traditions, they won the Loved by a large number of young people.

"This is good news, can I express my expectations?" Hugo's words made Thomas smile happily. Obviously, what he needed was this kind of closeness from Hugo.

From the very beginning, Burberry's plan to enter the United States was mainly based on penetration. Thomas wanted to find an artist with a strong appeal. The artist's fashion taste is completely in line with Burberry, so that the other party can be in peacetime. In daily life, I also actively choose Burberry. Not through sponsorship, but through the artist's own fashion taste to reveal Burberry's high-end and noble.

Although this method is slow and very difficult, once successful, the impact will be very far-reaching. Not only can it maintain the elegance and nobility of Burberry's century-old tradition, but it can also achieve commercial interests without a trace.

Hugo was Thomas' bet after much deliberation, and it was clear that it was time to reap the rewards. Burberry has never publicly expressed sponsorship of Hugo, nor appointed Hugo as their spokesperson, and Hugo has never appeared in any form of Burberry publicity activities, but Hugo's trust in Burberry and I love it, but it has done the most perfect promotion in a subtle way.

Last year, Burberry's full-year U.S. sales rose 6 percent, while Armani fell 8 percent. Although Armani has deep roots, it is still far ahead, and Burberry has no qualifications to compete. But it was a positive sign for Burberry.

Thomas hoped that Burberry would gradually become the first choice for Hugo's private life clothes, and then use Hugo, the best model, as a sample, to show everyone the excellent effect of Burberry clothing. In fact, in the words of the 21st century, it is the effect of street shooting. The most authentic street shots tend to have a stronger impact than commercials.

The subtle influence that makes people choose Burberry because they believe in Hugo's fashion taste is long and slow, but it is powerful and deep enough, because it affects fashion taste, not blindly follow suit.

Compared with asking Hugo to talk about this matter as a working person, today's encounter is obviously more casual and more comfortable, because they are talking about this matter as friends, without any exchange of commercial interests. Nor can they participate in the exchange of benefits. Thomas clicked to the point, without rushing, everything went step by step.

Rick received a call from Thomas that afternoon. After the call was hung up, he was completely puzzled. Thomas called to express that Burberry would like to sponsor Hugo's clothing for the next four seasons. Will sign the sponsorship agreement, it is Burberry voluntarily delivered to the door, and they do not ask Hugo to perform any obligations.

In other words, Burberry sent a bunch of clothes to Hugo, but he didn't ask for anything. Whether he wore them or not depends entirely on Hugo's mood. This is simply a money-losing business.

Although this form was not common in Hollywood in 1995, it had already appeared, but most of it appeared on female artists. Major brands will send their new quarterly product catalogs to female artists as soon as possible, and then they will choose their own clothes, and then the brands will deliver the clothes to their door-some are completely free sponsorship, and some are given internal discounts, judging criteria Naturally, it is the status, popularity and influence of the artist. In this way, female artists will be the first to try on new products before they are launched, appear in front of the media and become the most natural models.

But it is not common so far, because major brands are still mainly professional models, and the cooperation between them and artists is mostly in commercial sponsorship and other links. To put it simply, the invisible subsidiary commercial value of the artist has not yet been developed, and it will gradually increase when the industry gradually develops and matures.

Rick thought about it carefully, and didn't come up with a reason, but he had no reason to refuse, anyway, don't sign the contract, Hugo has no obligation to tie him, why not do it? So, Rick nodded in agreement.

In less than two days, Burberry delivered this summer's clothing and an in-house catalog of fall clothing in the pipeline to Hugo's villa in Malibu.

Rick quickly forgot about it, because it was like Burberry gave Hugo a gift, but he didn't ask for it, so Rick didn't care and planned to mention it the next time he saw Hugo. Just mention it. But I didn't expect that Givenchy also called and said that they hoped to sign a strategic cooperation agreement with Hugo, which is a little different from Burberry. Givenchy hopes to sign an agreement to sponsor Hugo for free, but Hugo can be in some Dress in public.

Rick did not agree to Givenchy for the time being, but he was sensitively aware that something was wrong. First Burberry, then Givenchy, something must have happened in the fashion circle.

Rick immediately launched an investigation, and he soon discovered that Burberry was about to open a store in Los Angeles-although it was a commercial secret, anyone in the circle could inquire about it, but it was a little more difficult. Then Rick also noticed the fierce competition among the major men's clothing brands.

In fact, women's clothing in the fashion industry is booming. Men's clothing is a project that my grandmother doesn't love and my grandmother doesn't love. In the United States, especially Hollywood, Armani is almost the only one, and the design of suits has been developed for half a century. . But in the past year or so, because of the appearance of this group of super handsome men such as Hugo, Brad and Tom, including Leonardo, menswear has gradually gained attention.

The few luxury brands that focus on menswear are naturally reluctant to miss the opportunity to expand. Rick believes that other brands will definitely make moves, and it is impossible to sit idly by.

Sure enough, then Versace and Gucci also extended olive branches to Hugo one after another. Among them, Gucci was the most sincere. They changed their creative directors last year. A drastic reform was carried out, and Tom also took the lead in targeting Hugo.

Compared with Versace and Givenchy's cautiousness, Gucci is obviously more courageous. Under Tom's order, they, like Burberry, sponsored Hugo for free without signing any contract, and got Rick's nod. After agreeing, they moved all of this summer's new and upcoming fall catalogs to Hugo's Malibu villa.

When Hugo found out, half of his locker room on the second floor had been occupied.

Hugo changed one of the four rooms on the second floor into his own dressing room. There are not only wardrobes and wardrobes in the room, but also special shoe cabinets, tie cabinets, watch cabinets, etc. The huge space makes Hugo think It will take me at least a few years to fill up the shelves.

But now, before he could move in, Burberry and Gucci were half stuffed with this year's seasons clothing, which surprised Hugo. After asking about what happened to Rick, Hugo laughed dumbly, and he could vaguely guess their intentions, but Hugo still emphasized, "Don't stuff all the clothes like this, I can't finish them, put the product catalog first. Bring it here, and I'll send it over after I pick it up."

In addition to Burberry, in fact, Gucci was the most successful menswear brand in the 1990s. The 1990s was an era of luxury brand transformation. Under the leadership of Tom Ford, Gucci quickly found its own position, which can be called many big names. Among them, the definition is the most clear and accurate, and it has become the top existence among the men's clothing brands in one fell swoop.

It took Burberry nearly two years to find the right position and chose Hugo; and Gucci only accurately targeted Hugo less than half a year after Tom took office, which is really rare.

In fact, in this trend, Armani has also hesitated and struggled. This can definitely be said to be an opportunity for them to reconnect with Hugo, but as the most successful menswear brand in the United States today, Armani's every move is closely watched by people. They worry that their initiative will be soft, and Hugo is still reluctant to wear Armani to any event, then they will become the laughing stock of the fashion industry.

The end of hesitation is that Armani gave up.

Now that everyone in the fashion industry is watching, Burberry and Gucci are the first to become long-term partners of Hugo, so how much can they get in return for this unilateral sponsorship?