"So can I understand that if Burberry has a branch in Los Angeles, you want to come back often?" Thomas's answer is very clever, although it involves work, but it is more of a friend's perspective, which seems relaxed and casual.

Hugo didn't think too much about it, he had always had a good impression of Burberry, and he nodded directly, "Of course." I've always had a good impression of Burberry's trench coats and suits, although I don't think there's anything bright about your T-shirts. ”

Hugo's words made Thomas laugh, but he was not angry, because he knew that Hugo also had an opinion about Burberry's too sticking to the classics, "Don't worry, we are also aware of our problems, and we invited Roberto Menichetti (Roberto). mei) as the design director, and believes that this autumn/winter design will present a new style. ”

Thomas didn't elaborate, but since the chemistry between Hugo and Burberry turned around Burberry's mismanagement in the US, the UK headquarters realized they had to make a change. Until now, Burberry had been adopting the concept of design groups, which was at odds with the current trend of design director leadership in the fashion industry, but after being inspired by Hugo, they also realized the importance of design directors.

Despite this, Burberry's stubbornness and stubbornness remained cautious, and it was not until the new CEO took office this year that the Italian Roberto was boldly appointed as Burberry's first design director, sixteen months after Hugo made a splash at the 66th Oscars. But even so, Burberry brought in the design director three years earlier than Hugo traveled through time and space.

Hugo didn't know much about fashion or who Roberto was, but he remembered that Burberry rose to prominence after introducing the concept of design director, retaining their classics and traditions while winning the hearts of a large number of young people.

"That's good news, can I expect that?" Hugo's words made Thomas smile cheerfully, and it was clear that what he needed was Hugo's closeness.

From the very beginning, Burberry's plan to enter the United States was based on infiltration, and Thomas wanted to find an artist with strong appeal, whose fashion taste was completely compatible with Burberry, so that the other party could actively choose Burberry in daily life. It is not the way of sponsorship, but the fashion taste of the artist himself reveals the high-end and prestige of Burberry.

It's slow and difficult, but if it works, the impact can be far-reaching. Not only can it maintain the elegance and nobility of Burberry's century-old tradition, but it can also achieve commercial benefits without leaving a trace.

Hugo was Thomas who had made a bet after much deliberation, and it was clear that it was time for the harvest. Burberry has never publicly expressed its sponsorship of Hugo, nor has Hugo been appointed as their spokesperson, and Hugo has never appeared in any form of Burberry publicity activities, but Hugo's trust and love for Burberry has been imperceptibly promoted perfectly.

Burberry's full-year sales in the U.S. rose six percentage points last year, while Armani's fell by eight percentage points, and despite its deep roots, Armani is still far ahead, and Burberry is not in a position to compete. But it's a positive sign for Burberry.

Thomas hoped that Burberry would gradually become the first choice of Hugo's private clothes, and then use Hugo's best model as a sample to show everyone the excellent results of Burberry's clothing. In 21st century terms, it's street photography. The most authentic street photography often creates a stronger impact than commercials.

The subtle influence of making people choose Burberry because they believe in Hugo's fashion taste is long and slow, but it is powerful and profound enough, because it affects fashion taste, not blindly following the trend.

Compared with asking Hugo out to talk about this matter in his work capacity, today's chance encounter is obviously more casual and more comfortable, because they are talking about it as friends, and they are not involved in any exchange of commercial interests, nor can they be involved in the exchange of interests. Thomas didn't rush it until the point, and he did it step by step.

Rick received a call from Thomas that afternoon, and when the phone hung up, he was completely puzzled, Thomas called to say that Burberry was willing to sponsor Hugo's clothing for the next year, the point was that the two sides would not sign a sponsorship agreement, it was completely Burberry voluntarily sent to the door, and they did not require Hugo to fulfill any obligations.

In other words, Burberry sent a bunch of clothes to Hugo, but he didn't have any requirements, and whether he wore them or not completely depended on Hugo's mood. This is simply a loss-making business that is upside down.

Such a form was not common in Hollywood in 1995, but it has appeared, but most of them have appeared in female artists. Brands will send their new quarterly catalogues 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 doors - some are completely free of charge, while others are given internal discounts, and the criteria for judging are naturally the status, popularity and influence of the artists. 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 so far it is not common, because at present, major brands are still mainly professional models, and the cooperation between them and artists is more in commercial sponsorship and other links. To put it simply, the invisible subsidiary commercial value of artists has not yet been developed, and it will gradually increase after the industry gradually develops and matures.

Rick thought about it carefully, and didn't come up with a reason, but he didn't have a reason to refuse, anyway, he didn't want to sign the contract, and Hugo didn't have any obligations to tie up, so why not? So, Rick nodded in agreement.

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

Rick quickly forgot about it, because it was like Burberry giving Hugo a gift, but he didn't ask for anything, so Rick didn't care, and planned to mention it the next time he saw Hugo. But unexpectedly, Givenchy also called and said that they wanted 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 wear it in some public places.

Rick didn't say yes to Givenchy for the time being, but he sensitively sensed that something was wrong, first Burberry, then Givenchy, and something must have happened in the fashion circle.

Rick immediately investigates, and he soon discovers that Burberry is about to open a store in Los Angeles - although this is a trade secret, anyone in the circle can inquire about it, but it is a little more difficult. Subsequently, Rick also noticed the fierce competition among the major menswear brands.

In fact, at present, women's clothing in the fashion industry is booming, men's clothing is a project that grandma does not love and grandma does not love, in the United States - especially Hollywood, Armani is almost a monopoly, and the design of suits has not developed in essence after half a century of development. But in the last year or so, menswear has gradually gained attention because of the emergence of Hugo, Brad and Tom - including Leonardo and other super handsome guys.

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

Sure enough, Versace and Gucci also extended olive branches to Hugo one after another, with Gucci being the most sincere, and they changed their creative director last year, Tom Ford (Tom. Ford) overhauled Gucci after taking over, and Tom took the lead in targeting Hugo.

Gucci was obviously more bold than Versace and Givenchy's cautiousness, and at Tom's behest, like Burberry, they sponsored Hugo for free without signing any contract, and after getting Rick's nod of approval, they moved all the new models this summer and the upcoming autumn catalogue to Hugo's Malibu villa.

By the time Hugo found out, half of his dressing room on the second floor had been occupied.

Hugo converted one of the four rooms on the second floor into his own dressing room, which not only has a wardrobe and wardrobe, but also a special shoe cabinet, tie cabinet, watch cabinet, etc., so large that Hugo thinks that it will take at least several years to fill all the shelves.

But now, before he could move in, Burberry and Gucci had already filled half of their seasonal outfits for this year, much to Hugo's surprise. After asking Rick about the matter, Hugo smiled dumbly, he could vaguely guess their intentions, but Hugo still emphasized, "Don't stuff all the clothes like this, I can't finish wearing them, take the product catalog first, I'll pick it and send it over." ”

In addition to Burberry, Gucci was actually the most successful menswear brand in the 90s, and the 90s was the era of transformation of luxury brands, Gucci quickly found its place under the leadership of Tom Ford, which can be said to be the most well-defined and accurate among many big brands, and became the top menswear brand in one fell swoop.

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

In fact, in this trend, Armani has also hesitated and struggled, which can definitely be said to be an opportunity for them to renew their friendship with Hugo, but as the most successful men's clothing brand in the United States today, Armani's every move is closely watched. They were worried that they would take the initiative to soften, and as a result, Hugo would still not wear Armani to any event, and then they would become the laughing stock of the fashion industry.

In the end of the hesitation, Armani gave up.

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