Thomas Wieland walked out of the Chanel branch on Rodeo Avenue, took a serious look at the interior décor and setting, and thoughtfully walked towards Armani next door.

As the head of Burberry's U.S. region, Thomas has achieved remarkable results in the past two years, not only making Burberry's sales show an upward momentum for the second year in a row, but also changing Americans' perception of Burberry little by little, all of which are moving in a positive direction. As a result, the UK headquarters officially put the Los Angeles flagship store on the agenda.

It's not difficult to open a flagship store, it's hard to succeed. As everyone knows, Los Angeles is not the fashion capital of New York, but because of its thriving film and music industries, Los Angeles is one of the most important areas in the development strategy of any top luxury brand.

The report on the brand management and market research of Burberry's flagship store in Los Angeles has been handed over to the headquarters, and Thomas has recently been exploring the actual store design, operation, sales and other aspects of other luxury brands, although these situations are all in charge of professionals, but Thomas feels that there is a difference between seeing many things with his own eyes and understanding through the mouths of others, the simplest: service experience, which must be experienced in person to have the most real feeling.

So, like a normal shopper, Thomas wanders around Los Angeles' luxury hubs.

Thomas walked to the junction of Armani and Chanel, and as soon as he raised his eyes, he saw two familiar figures, and he couldn't help but pause, and then he saw the woman among the two pointing to Armani's sign, "Don't like it?" ”

Then the man next to him pursed his lips and shook his head, causing the woman to burst into laughter and say playfully, "Yes, you don't fit, you look too rigid." ”

The man raised his gaze with a chuckle, and just happened to touch Thomas, who immediately smiled, "Hey, Hugo, are you shopping?" ”

The two people in front of him are Hugo and Cameron.

Hugo walked over, shook Thomas's hand, smiled and nodded, "This is Cameron, Cameron, this is Thomas, an old friend." Hugo took the initiative to introduce the two people.

Thomas heard Hugo's introduction to himself, and his mood couldn't help but become more light, and he looked at Cameron, "I've heard your name before, as a model, I just didn't expect that we would meet on such an occasion, this is really an unexpected surprise." ”

Cameron looked at Hugo suspiciously, and Thomas mentioned "model" instead of "weird man in disguise", which was really strange, and Hugo couldn't help but explain, "He's the head of Burberry in the United States." "When I was working in Europe, Burberry was always the brand that all models wanted, but unfortunately, I never got the opportunity. ”

After Cameron said this, she found a little embarrassed, how did she want Thomas to respond? So she quickly waved her hand and explained, "No, no, I mean, I've been in Paris, but Burberry's show has always been in London. ”

This is not a problem at all for Thomas, even if Cameron does not explain, he has a way to deal with it, "We have always been more conservative and traditional, not only are the catwalks in London, but even the models have always used more British people. But the image in front of me...... "Thomas's eyes focused on Cameron," made me think that maybe it was time for us to make a change. ”

A quiet interpretation beautifully rounded the scene back, and faintly praised Cameron, which was really clever.

In fact, Cameron's temperament is lively, bright, sunny and playful, and she is not suitable for Burberry, but Thomas's polite words make the whole atmosphere lively.

"So, are you shopping today to get ready to buy summer clothes?" Thomas turned his head to look around, and when he saw Armani's sign, his eyes narrowed slightly. Many people don't believe that one person's influence is so powerful that it can even affect the strategic expansion of a brand, but the truth is that Armani has become the biggest victim of the past two years.

With the strong rise of Hugo, his huge influence radiates to all fields and all ranges, in terms of fashion, Hugo has been unanimously recognized by major fashion magazines, professionals, brand designers, can be called "perfect", he not only can not go wrong on any occasion, but also often can be brilliant, eye-catching, it can be said that it is the current leading men's fashion.

To take the simplest example, since Hugo attended the 66th Oscars, the design direction of the entire men's suit has undergone a fundamental change, and now most of the suit designs for young people have moved the waistline design up to half a palm, which can change the proportion of the upper body and the lower body visually, making the lower body feel more slender; And the hem of the suit jacket is also generally shortened by two to three fingers, so that the whole suit will not look so bloated, more convenient and more neat.

All of these designs are inspired by Hugo's Burberry suit on the red carpet. For the uninitiated, these changes are nothing special at all, but for the insider, they are decisive advances that have changed the entire aesthetic view of fashion.

It's like Hugo's dress today, light blue washed denim pants with a lemon yellow graffiti T-shirt, and then barefoot wearing a pair of smoky gray Vance mid-top skateboard shoes, casual with casual, sunny and comfortable dress, strong street style but with their own personality, eye-catching.

Coupled with Cameron standing next to Hugo, sky blue jeans, white short-sleeved T-shirt and lemon yellow high-top Converse canvas shoes, the two of them look like they can skateboard at any time, they can also go to the beach vacation, and they can also go to the basketball court to play.

Integrate your own style in a simple and neat way, without the need for gorgeous and complicated collocation, and focus on comfort and casualness...... Under Hugo's leadership, the fashion style of men's fashion is changing little by little.

Of course, this is the tip of the iceberg of Hugo's powerful influence.

Because Hugo refused to wear Armani's clothes in public and private, and directly refused Armani's sponsorship many times, perhaps ordinary people don't know about it, but it has long been an open secret in the fashion circle, which also makes Armani wolf bèi.

Once upon a time, Armani was the first choice for Hollywood actors to attend various occasions, and the phrase "if you don't know what to wear, then choose Armani" is actually a PR strategy that attracts a large number of male actors. But now, thanks to Hugo's strong influence, starting with Hugo's good friends, Tom Cruise, Tom Hanks, Alexander Lorraine, Leonardo DiCaprio, Jack Nicholson, Al Pacino and others are all no longer wearing Armani for important occasions; To some of Hugo's acquaintances, Steven Spielberg, David Geffen, Roger Farson, etc., their choices at critical moments have also gradually avoided Armani.

An interesting statistic came at this year's Oscars, where only thirteen of the male artists who attended the night chose Armani, about a tenth of the total, but only two of the top artists, one was Arnold Schwarzenegger and the other was Harrison Ford. Compared to the previous years, at least a quarter of the artists chose Armani, it is really too embarrassing.

In fact, these influences are invisible and intangible, and it is difficult for both media and brands to present a comparison with digital jù, but we all know that this subtle influence will have a strong negative impact on the future planning of the brand.

Thomas has heard more than once that Giarmio has been trying his best to improve his relationship with Endeavor Elite Agency, hoping to impress Hugo with a profit-oriented agent. We haven't seen much progress so far, though.

Hugo didn't know that Thomas had so many thoughts hidden behind a question, in fact, he had long forgotten about Armani, and Joseph never mentioned it again, he himself was not a person who liked to hold grudges, not to mention that Armani's original approach was also a common unspoken rule in the industry, and there was nothing to complain about. It's just that objectively speaking, Armani really doesn't fit Hugo's style, he always thinks that Armani is too formal and rigid, and he doesn't like it.

Hugo had no idea that his personal preferences would have such far-reaching influence, because it sounded like a fantasy. Rick hadn't mentioned Armani to him either, so he wasn't aware of it at all. Obviously, for the entertainment industry, Hugo still has many, many places that need to be slowly understood.

"yes, come out and buy some summer clothes." Hugo nodded, holding up the pile of bags he was carrying, "It seems that there is still some gain." What about you? ”

Thomas looked at Hugo and Cameron in front of him, but there was a flash of inspiration in his mind, in fact, he had long wanted to sit down with Hugo and have a good talk, but Hugo has been very busy this year and has no time at all. Today was a good opportunity, and the unexpected encounter seemed a little more natural, he could talk to Hugo as a friend, not as a work.

Thinking of this, Thomas didn't stop, "I'm also here to go shopping, but I haven't gained anything for the time being." ”

"Are you allowed to go shopping, too?" Hugo joked with a smile, as the head of Burberry's American branch, Thomas's image outside must be very important, so most of the time Thomas is dressed in Burberry's own clothes.

Thomas also laughed, "Of course, apart from work, my private life is naturally undisturbed. It means that he is also allowed to wear other brands of clothing in private, "It's just that I didn't see our family's clothes in your trophies, which is really a pity." ”

"Isn't there a Burberry branch in Los Angeles?" Cameron said with a smile as he stood next to him.

The smile on Thomas's face was even brighter: this answer was right on the point!