Since Charlize and Alex both decided to attend the premiere temporarily, their costumes are more difficult, but fortunately, this is just a premiere, not an awards ceremony like the Oscars, and the requirements for dresses are naturally not so harsh.

When Hugo was being taken care of by Troy Cole in the beauty room, Burberry's staff sent Hugo the dress he was going to wear today, Hugo looked at the dress, which Joseph helped him choose, because Hugo had been touring before, naturally there was no way to choose it personally, but Joseph's choice was also more orthodox, although the white shirt and black suit were simple, but it was not easy to make mistakes.

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

In charge of deliveries today is Thomas Wieland, regional manager of Burberry's US division. Wilander), just for a delivery to use such a high-level person, but for a reason.

Founded in 1856, Burberry is the brand of the British royal family, which started with the design of outdoor products, then raincoats, and then trench coats, and gradually became the top store in the fashion industry. Burberry's clothing has always been known for its traditional, 'sophisticated', generous and classic, and its design of the plaid pattern has won the world's favorite, and has always been loved and respected by the royal family in the United Kingdom.

Burberry opened its first steps in the U.S. market in 1970 in New York, and over the years, its chain stores can be seen in San Francisco, Chicago, Boston, Philadelphia, Washington and other places. However, Burberry has never been widely recognized in the American market, not only lagging behind many local American brands, but also in the competition with fashion brands in France, Italy and other countries, it is also at a disadvantage.

One of the most obvious signs is that Burberry still doesn't have a flagship store in Los Angeles – a goal that has not been achieved until 200i, not that Burberry doesn't have the strength to open a flagship store in Los Angeles, but they have been waiting and seeing. Los Angeles is not only the second largest city in the United States, but also the Vanity Fair where Hollywood is located, and being able to get a piece of the Hollywood pie means endless benefits, and the additional advertising effect that star effect can bring is simply immeasurable, and all major luxury brands know this, which is almost the most important business market in the world.

So, Burberry didn't want to venture ahead, especially now that Rodeo Drive is flooded with hundreds of top luxury brands, and it's not an easy task to open up a niche here. For a brand with a history and strength like Burberry, failure is not allowed, and they want to not only win, but win big.

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

When Marilyn dreamed of 'Marllyonroe' (Marllyonroe) (Marllyonroe), "I sleep in Chanel No. 5", it is still a legend in the advertising industry, because this sentence makes Chanel No. 5 perfume in the next half century, majestically occupy the throne of the best-selling perfume, and no fragrance can shake its position. The same is true for almost all of the top luxury brands that now occupy a place in Hollywood, starting with the stars and then relying on the star effect to open the market.

In fact, celebrities, as a breakthrough, are not simply a matter of finding celebrity endorsements, but more to get the recognition of these top stars, so that a brand can become a fashion standard among stars, or there is a topic like Marilyn Menglu', or a top-level star falls in love with a brand, thus forming a cultural phenomenon, and then driving the promotion of the brand.

This is not just a simple advertising that can be achieved, but also requires a huge program support, not a magazine ad or a TV commercial, but a sponsorship of celebrities, so that celebrities can integrate into the brand culture, and go deep into Hollywood, the Vanity Fair, in a subtle and silent way, just like product placement, which may have been implanted in the minds of the audience before they even found out.

So, Burberry has been picking such objects for a long time, and it's not easy. On the one hand, the image should conform to Burberry's setting, noble, elegant, classic and generous; On the one hand, there must be enough influence, and this influence cannot be at the top level, because actors like Tom Cruise, who have achieved high recognition, are often difficult to complete the "moisturizing and silent" way, and the media will be the first to decide that this is a sponsorship, not Tom's own taste choice, which loses the original goal of the brand.

In this case, Hugo entered Burberry's sight, although in the past few years Hugo has been riddled with negative news, and does not conform to Burberry's setting, but since the release of "Smell the Fragrance and Know the 'Woman'", Hugo's image has recovered rapidly, and three consecutive works have achieved outstanding results, and the image has been essentially reversed.

This development potential is very much in line with Burberry's idea, if Hugo can really fall in love with the Burberry brand, and then wear this brand in daily life and in public, then his influence can easily lead to the recognition of fans. Of course, how much influence Hugo had and how much influence his fashion taste had on people's aesthetics is an unknown investment. At the very least, Burberry is still very optimistic about this investment.

"Schindler's List" has also become the most important part of Burberry's plan, first of all, the film is directed by Steven Spielberg, and there is enough attention; Secondly, this film is the film that was released immediately after Hugo overturned all doubts in "Sleepless in Seattle", and the expectations are enough. So, Burberry has been in contact with Hugo's agent, Joseph Gibbs, since Universal Pictures confirmed the release date, hoping to be able to wear their costumes to the premiere.

The negotiation was not difficult, especially after Thomas Vieland found out that Joseph was not strict about fashion taste, and the only requirement was to reject Armani, Thomas and Joseph quickly reached a cooperation agreement.

Today, Thomas will personally send the clothes over, in fact, he wants to have the first formal meeting with Hugo, after all, there will be many such occasions in the future, and he doesn't want to be "someone" who never 'shows' behind the scenes, and even doesn't know the name, which is not conducive to long-term cooperation. Hugo has not been in Los Angeles for the past few months, which has delayed the meeting until today. But I didn't expect Hugo to make more requests.

Frankly, increasing exposure is a good thing for any brand, especially on an occasion like a premiere where a group of actors are wearing the same brand of costumes, and it's definitely eye-catching. But Burberry is in a special situation right 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 heads. Of course, if the actor wants to buy Burberry's costume, as the seller, Burberry has no reason to refuse.

Thomas thought for a moment and said with a smile, "Can you let me see the size of your two friends first?" It also made it easier for us to send our clothes over. Or do you wait until you're done and go to the branch to make the selection?" Thomas was particular about what he said, and he hoped that Hugo would choose the latter, so that it would be the actors arriving at Burberry to buy clothes, rather than sponsoring. Burberry currently doesn't have a flagship store in Los Angeles, but there are still outlets, which is a positive signal.

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

Although he didn't get his wish, Thomas didn't mind, he didn't say it in his words just now, observing the body shape is actually a preliminary review, if Hugo's two friends are suitable for Burberry's clothes, then it is naturally best to push the boat down the river; If it doesn't suit, he can go back and find a way, maybe looking for a cooperative brand to save it is also a solution.

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

"Yes, why not?" Hugo shrugged, "The trench coat and scarf of this brand are very good, and the suit is also very particular. You know the Dolce & Gabbana and Genevanx I wore last time, right?" Troy replied that he remembered, and Hugo continued, "Actually, they are all designated brands of the British royal family, and they have a special British taste, which I personally like." ”

"Wow, I don't know much about Burberry as an insider, but you know a lot." Troy was very surprised, in fact, he didn't hear so much about Burberry, so he asked curiously, but he didn't expect Hugo to really say something.

Thomas listened to the voice behind him, and his heart, which was still a little uncertain, suddenly became firm, Hugo actually knew their brand so well, this is really a 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 heritage, "just a little bit of understanding, you know, the fashion 'trend' is often not what others say, wear the same clothes with different tastes, find your own style, this is the real fashion." After all, there aren't that many unique designs in the world. That's why I'm going to pay attention to some ...... Other brands. ”

Hugo's quiet change of subject did not arouse Troy's suspicions, and Troy nodded with a smile, "That's right, it's not an easy task to be able to wear a white T-shirt and denim 'pants' with a taste." "Many of the so-called fashion 'tide' flows, in fact, there is no need to follow, just to follow the 'tide' flow and 'tide' flow, that will only 'lose' oneself, the real fashion has always been its own style. This is true for designers, and it is also true for people who actually know how to wear clothes.

(To be continued.) If you like this work, you are welcome to come to Kazakhstan to read it and vote for the work for a monthly ticket. Your support is the biggest motivation for me to continue creating!)