Superstar
Chapter 1220: Long-term cooperation
"Then I can understand that if Burberry opened a branch in Los Angeles, would you be willing to visit frequently?" Thomas' answer is very clever. Although it involves work, it is more from a friend's perspective, which is relaxed and casual.
Hugo didn’t think too much. He had always had a good impression of Burberry. He nodded, “Of course. I have always had a good impression of Burberry’s trench coat and suit, although I don’t think your T-shirts Any bright spots."
Hugo's words made Thomas laugh, but he was not angry, because he knew that Hugo also had opinions on Burberry too much adherence to the classics, "Don't worry, we are also aware of our own problems. , We have invited Roberto Menicetti (.) to serve as the design director. We believe that this autumn and winter design will show a brand new style."
Thomas did not explain in detail. In fact, since the chemical reaction between Hugo and Burberry has completely reversed Burberry's mismanagement in the United States, the British headquarters has gradually realized that they must make changes. Prior to this, Burberry has always adopted the concept of design group, which is incompatible with the trend of the current popular design director leadership team in the fashion industry, but after being inspired by Hugo, they also realized the importance of design director.
Even so, Burberry’s stubbornness and stubbornness still appeared cautious. It was not until this year’s new CEO took office that he boldly used Italian Roberto as Burberry’s first design director. Sixteen months have passed since the last blockbuster of the 66th Oscar. But even so, Burberry brought in the design director three years earlier than the time before Hugo traveled through time and space.
Hugo didn’t know much about fashion, and he didn’t know who Roberto was, but he remembered that Burberry rose strongly after introducing the concept of design director. While retaining their classics and traditions, they also won Loved by a large number of young people.
"This is good news, can I express my expectation?" Hugo's words made Thomas smile happily. Obviously, all he needs is Hugo's closeness.
From the very beginning, Burberry’s plan to enter the U.S. was based on penetration. Thomas wanted to find an artist with a strong appeal. This artist’s fashion taste was in perfect harmony with Burberry, allowing the other party to be able to do so in peacetime. In daily life, he also actively chooses 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 it succeeds, 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 benefits without a trace.
Hugo is the bet that Thomas made after repeated consideration. Obviously, it's time to reap the reward. Burberry has never publicly sponsored Hugo, nor has he appointed Hugo as their spokesperson. Hugo has never appeared in any form of Burberry promotional activities, but Hugo’s trust in Burberry and Love, but made the most perfect promotion in subtlety.
Last year, Burberry’s annual sales in the United States increased by six percentage points, while Armani fell by eight percentage points. Although Armani has deep roots, it is still far ahead, and Burberry has no qualifications to compete. But this is a positive sign for Burberry.
Thomas hoped that Burberry could gradually become the first choice of Hugo's private life clothing, and then took Hugo this best model as a sample to show everyone the excellent effect of Burberry clothing. In practical terms of the 21st century, it is the effect of street photography. The most authentic street photography tends to create a stronger influence than commercial advertisements.
People choose Burberry because they believe in Hugo's fashion taste. Although this subtle influence is long and slow, it is powerful and profound enough because it affects fashion taste, not blindly following the trend.
Compared to asking Hugo out to talk about it as a job, today’s encounters are obviously more casual and more comfortable, because they talked about it as friends and did not participate in any exchange of commercial interests. Nor can they participate in the exchange of interests. Thomas didn't rush to the point, everything went gradual.
Rick received a call from Thomas that afternoon. After the call was hung up, he was completely baffled. Thomas called to indicate that Burberry is willing to sponsor Hugo's clothing for the next four seasons. The point is that the two parties are not. The sponsorship agreement will be signed, which means Burberry voluntarily sent it to the door, and they do not require Hugo to perform any obligations.
In other words, Burberry gave Hugo a bunch of clothes, but he didn't have any requirements. Whether to wear it or not depends entirely on Hugo's mood. This is simply a loss-making business.
Although such a form was not common in Hollywood in 1995, it has already appeared, but most of it appeared on female artists. The major brands will send their new quarterly product catalogs to female artists as soon as possible, and then they will select them, and then the brands will deliver the clothes to the door-some are sponsored completely free of charge, 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 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 the major brands are still mainly professional models, and the cooperation between them and artists is more in the links of commercial sponsorship. To put it simply, the hidden ancillary commercial value of the artist has not yet been developed, and it will gradually increase when the industry gradually 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 a contract, and Hugo didn't have any obligation to get involved, so why not do it? So Rick nodded and agreed.
In less than two days, Burberry sent this summer's clothing and an internal catalogue of autumn clothing in the preparatory stage 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 it, so Rick didn’t care and planned to mention it next time I saw Hugo. Just a mention. But unexpectedly, Givenchy also called and said that they hoped to sign a strategic cooperation agreement with Hugo. This is a little different from Burberry. Givenchy hopes to sign an agreement to sponsor Hugo for free, but Hugo will be able to Dress in public for attendance.
Rick did not agree to Givenchy for the time being, but he was sensitively aware of something 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 trade secret, anyone in the circle could find out, 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 is currently booming in the fashion industry. 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 the only one. The design of suits has been developed for half a century and there is no essential development. . But in the past year or so, because of the emergence of Hugo, Brad and Tom-including Leonardo and other super handsome men, men's clothing has gradually gained attention.
The few luxury brands that focus on men's clothing are naturally unwilling to miss out on expansion opportunities. Rick believes that other brands will definitely take action, and it is impossible to just ignore it.
Sure enough, Versace () and Gucci () also extended an olive branch to Hugo one after another. Among them, Gucci was the most sincere. They changed creative director last year, and Tom Ford (.) took drastic measures against Gucci after taking office. Reform, and Tom also took the lead in targeting Hugo.
Compared with the caution of Versace and Givenchy, 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 the new products this summer and the product catalogs that will be launched in the fall 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. The room not only has a wardrobe, wardrobe, but also a special shoe cabinet, tie cabinet, watch cabinet, etc. The huge space makes Hugo think It will take at least several years to fill the shelf.
But now, before he had time to move in, Burberry and Gucci had already filled half of them with this year's four-season costumes, which surprised Hugo. After asking what Rick was going on, Hugo laughed blankly. He could faintly guess their intentions, but Hugo still emphasized, "Don't stuff all the clothes like this, I can't finish them~www.wuxiaspot. com~ Bring the product catalog first, and I will send it after I choose."
In addition to Burberry, in fact, Gucci was the most successful menswear brand in the 1990s. The 1990s was the era of luxury brand transformation. Under the leadership of Tom Ford, Gucci quickly found its own position, which can be called a lot of big names. Among them, the definition is the clearest and the most accurate, and it has become the top presence among menswear brands in one fell swoop.
It took Burberry nearly two years before and after to find the correct position and chose Hugo; and Gucci only accurately aimed at Hugo less than half a year after Tom took office, this courage is really rare.
In fact, in this trend, Armani has hesitated and struggled. This can definitely be said to be a good opportunity for them to rebuild with Hugo, but as the most successful menswear brand in the United States today, Armani's every move is closely watched by people. They are worried that their active kimono is soft, and as a result Hugo is still reluctant to wear Armani to any events, then they will become the laughing stock of the fashion industry.
The hesitation ended, Armani still gave up.
Now everyone in the fashion industry is watching. Burberry and Gucci are the first to become long-term partners of Hugo, so how much return can they get from this unilateral sponsorship?
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