Chapter 478 478

Since both Charlize and Alex decided to attend the premiere on an impromptu basis, their costumes were difficult, but fortunately, this is just a premiere, not an awards ceremony like the Oscars, the dress requirements Naturally not so harsh.

When Hugo was being groomed by Troy Cole in the beauty room, the Burberry staff brought over the dress that Hugo was going to wear today, Hugo looked at the dress, which Joseph helped him choose , Since Hugo has been on tour before, naturally there is no way to personally choose, but Joseph's choice is also more orthodox. Although the white shirt and black suit are simple, it is not easy to make mistakes.

Hugo thought for a while, then raised his head and cast an inquiring look, "I still have two friends who need to attend today's premiere, can you send a few more sets of men's and women's dresses here?"

In charge of delivery today is Thomas. Wilander, the regional manager of Burberry's US division. There is a reason why such a high-level person is used for just one delivery.

Founded in 1856, Burberry is a brand used by the British royal family. This brand started with designing outdoor products, then raincoats, and then windbreakers, and gradually became the top presence in the fashion industry. Burberry's clothing has always been known for being traditional, refined, generous and classic. Its plaid pattern has won the world's favorites, and it has always been deeply loved and respected by the royal family in the UK.

Burberry took the first step in developing the American market from New York in 1970. After these years of development, its chain stores can be seen in San Francisco, Chicago, Boston, Philadelphia, Washington and other places. However, Burberry has not been widely recognized in the American market, not only lagging behind many local American brands, but also at a disadvantage in the competition with fashion brands in France, Italy and other countries.

One of the most obvious signs is that Burberry has no flagship store in Los Angeles - this goal was not realized until 2001. It is not that Burberry does not have the strength to open a flagship store in Los Angeles, but they have been watching. Los Angeles is not only the second largest city in the United States, but also the Vanity Fair where Hollywood is located. Being able to get a share in Hollywood means endless benefits. The additional advertising effects brought by the star effect are simply immeasurable. Luxury brands know this, and this is almost one of the most important commercial markets in the world.

Therefore, Burberry does not want to take the plunge, especially now that hundreds of top luxury brands have poured into Rodeo Drive. It is not an easy task to open up a world here. For a brand with history and strength like Burberry, failure is not allowed, and they not only want to win, but also to win.

That's why Burberry hasn't really launched a strategic plan in Los Angeles.

When opening the Hollywood market, the top stars who are in the spotlight have always been the best breakthroughs. Marilyn Monroe's sentence "I sleep in Chanel No. 5" is still a legend in the advertising industry. Because of this sentence, Chanel No. 5 will firmly occupy the throne of the best-selling perfume for the next half century, and no fragrance can shake its position. Almost all of the top luxury brands now occupying a place in Hollywood are like this, starting with stars and then relying on the effect of stars to open up the market.

In fact, the star as a breakthrough is not simply a matter of looking for celebrity endorsements. It is more about getting the recognition of these top stars, making a brand a fashion standard among stars, or having a brand like Marilyn Monroe. Such a topic is full, otherwise top-level stars fall in love with a brand, thus forming a cultural phenomenon, which in turn drives the promotion of the brand.

This is not only a goal that can be achieved by simple advertising, but also requires a huge plan support, not magazine advertisements or TV advertisements, but by sponsoring celebrities, allowing celebrities to integrate into the brand culture in a silent way. Going deep into the Vanity Fair in Hollywood is like implanting advertisements. Maybe it has been implanted in the mind before the audience finds it.

So, Burberry has actually been picking such objects, which is not easy. On the one hand, the image must conform to Burberry's setting, which is noble, elegant, classic, and generous; Actors who have achieved high recognition are often difficult to complete the "moisturizing and silent" method. The media will take the lead in identifying this as sponsorship, not Tom's own taste choice, which loses the original goal of the brand.

Under such circumstances, Hugo entered Burberry's sight. Although Hugo has been riddled with negative news in the past few years, it does not conform to Burberry's setting, but since the release of "Smell the Fragrance and Know a Woman", Hugo's The image has recovered rapidly, three consecutive works have achieved outstanding results, and the image has been substantially reversed.

This development potential is very in line with Burberry's idea. If Hugo can truly fall in love with the Burberry brand, and then wear this brand in daily life and public places, then his influence will easily drive fans. 's approval. Of course, how much influence Hugo has, and how much influence his fashion tastes have on people's aesthetics, this is an unknown investment. At least, this investment Burberry is still very optimistic.

"Schindler's List" has also become the most important part of Burberry's plan. First of all, this movie was directed by Steven Spielberg and attracted enough attention; secondly, this movie was directed by Hugo in "Sleepless in Seattle" overturned all the doubts after the film was released, and the expectations were sufficient. So Burberry has been in touch with Hugo's agent, Joseph Gibbs, ever since Universal Pictures set a release date, hoping to be able to wear their costumes to the premiere.

This negotiation is not difficult, especially after Thomas Wieland found that Joseph did not have strict requirements for fashion taste, and the only requirement was to reject Armani, Thomas and Joseph quickly reached a cooperation agreement.

Today, Thomas will bring the clothes in person. In fact, he wants to have the first formal meeting with Hugo. After all, there will be many such occasions in the future. He does not want to be "someone" who never shows up behind the scenes or even knows his name. , which is unfavorable for long-term cooperation. The meeting has been delayed until today because Hugo has been out of Los Angeles for the past few months. But I didn't expect that Hugo actually put forward more demands.

Frankly speaking, increased exposure is a good thing for any brand, especially an occasion like a premiere where a group of actors are wearing the same brand of clothing, which is definitely eye-catching. But Burberry is in a special situation now, and they are willing to increase their exposure, but on occasions like the premiere, they want to be able to control the candidates and try not to let the impression of "commercial sponsorship" enter the media's mind. Of course, if an actor wants to buy Burberry clothing, as a seller, Burberry has no reason to refuse.

Thomas thought for a while, then said with a smile, "Can you let me see the body shapes of your two friends first? This will also make it easier for us to deliver the clothes. Or wait for you to get ready and go to the branch to pick them out in person?" Thomas is careful to say this, and he hopes Hugo will choose the latter, so that the actors will arrive at Burberry to buy clothes, not sponsorship. Burberry currently does not have a flagship store in Los Angeles, but there are branches, which is undoubtedly a positive publicity signal.

It's a pity that Hugo didn't think too much, and looked directly at the stylist behind him, "Troy, where are they? Give Thomas a direction."

Although he didn't get his wish, Thomas didn't mind. He didn't say anything in the words just now. Observing the body shape is actually a preliminary review. If Hugo's two friends are suitable for Burberry's clothing, then it is natural to push the boat along the way. However; if it is not suitable, he can go back to find a way, maybe finding a cooperative brand for emergency rescue is also a solution.

Watching Thomas turn and leave with his assistant, Troy asked curiously, "Are you going to wear a Burberry to the premiere?"

"Yes, why not?" Hugo shrugged, "The trench coats and scarves of this brand are very good, and the suits are also very elegant. You know the Dolce & Gabbana and Givank I wore last time. Is that right?" Troy replied and said he remembered, and Hugo continued, "In fact, they are all designated brands of the British Royal Family, and they have a special British flavor, which I personally like very much."

"Wow, people in my circle don't know much about Burberry. It seems that you know a lot." Troy was surprised. In fact, he was curious because he didn't hear much about Burberry. He asked, but I didn't expect Hugo to really say something.

Thomas listened to the voice behind him, and his still uncertain heart suddenly firmed up. Hugo actually knew so much about their brand. This was a really good start.

Hugo didn't expect Burberry to be so unpopular in Hollywood, you must know that Burberry has always been one of the top luxury brands in the world, and has a long history and profound background, "Just a little understanding, you know, fashion trends It is often not what others say. Wearing the same clothes with different flavors and finding your own style is the real fashion. After all, there are not so many unique designs in the world. So I will pay attention to some… ...other brands."

Hugo's quiet change of the subject did not arouse Troy's suspicion. Troy nodded with a smile, "That's right, it's not an easy thing to be able to wear a white T-shirt and jeans." Many so-called fashion trends , In fact, there is no need to follow, just to follow the trend of the trend, it will only lose yourself, the real fashion has always been self-style. Designers are like that, and so are people who actually know how to dress.