Since Charlize and Alex both decided to attend the premiere temporarily, their outfits are difficult to handle. Fortunately, this is just a premiere. It is not an award ceremony like the Oscars, so the requirements for dresses are naturally not that harsh.

When Hugo was taking care of Troy Cole in the beauty room, Burberry staff brought the dress that Hugo was going to wear today. Hugo looked at the dress, which Joseph helped him choose. Since Hugo had been touring before, he naturally had no choice in person. However, Joseph's choice was also relatively orthodox. Although the dress of a white shirt and a black suit was simple, it was not easy to make mistakes.

Hugo thought for a while, looked up and looked inquiring, "I have two friends who need to attend today's premiere. Can you send a few more men's clothes and women's dresses here?"

The person in charge of delivery today is Thomas Wilander, the regional manager of the US branch of Burberry. It is a reason to use such a high-level person just for delivery.

Founded in 1856, Burberry is the British royal brand. This brand started with the design of outdoor products, followed by raincoats and windbreakers, and gradually became the top presence in the fashion industry. Burberry's clothing has always been known for its tradition, precision, generosity and classics. The plaid patterns designed by it have won the favor of the whole world. It has always been loved by the royal family in the UK and highly respected.

Burberry's first step in opening up the US market was from New York in 1970. After years of development, 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 US market. It not only lags behind many local American brands, but also lies at a disadvantage in competition with fashion brands such as France and Italy.

The most obvious sign is that Burberry has not had a flagship store in Los Angeles until now. The goal of Burberry has not yet been achieved until 2001. It is not that Burberry does not have the ability to open a flagship store in Los Angeles, but that they have been waiting and 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 of Hollywood means endless benefits. The additional advertising effect of the star effect can be estimated at all. All major luxury brands know this, which can almost be said to be the most important commercial market in the world.

Therefore, Burberry does not want to make a move, especially now that Rodeo Avenue has flooded with hundreds of top luxury brands. It is not easy to open up a world here. For brands like Burberry with history and strength, failure is not allowed, and they not only want to win, but also win a big victory.

This is also the reason why Burberry has not really launched a strategic plan in Los Angeles.

Opening the Hollywood market, top stars who are focused on by the spotlight have always been the best breakthrough point. Marilyn Monroe's sentence "I wear Chanel No. 5 to sleep" has been a legend in the advertising industry so far. Because this sentence makes Chanel No. 5 perfume unmoved to occupy the throne of the best-selling perfume in the next half century, and no perfume can shake its position. The top luxury brands that now occupy a place in Hollywood are almost the same. Start with stars and rely on the star effect to open up the market.

In fact, as a breakthrough, celebrities are not simply done by looking for celebrity endorsements. They are more important to get the recognition of these top stars and make a brand a fashion standard among celebrities, or there is a topic like Marilyn Monroe, otherwise it is a top-level celebrity who falls in love with a brand, thus forming a cultural phenomenon and then driving brand promotion.

This is not only a goal that can be achieved by simple advertising, but also requires a huge plan to support it. It is not a magazine advertisement or a TV advertisement, but by sponsoring celebrities, allowing celebrities to integrate into the brand culture and penetrate into the Hollywood fame and fortune fair in a silent way, just like implanting advertisements, perhaps it has been implanted in the mind before the audience discovers it.

Therefore, Burberry has been choosing such an object, which is not easy. On the one hand, the image must conform to Burberry's setting, noble, elegant, classic and generous; on the other hand, it must have enough influence, and this influence cannot be at the top level, because actors like Tom Cruise who have gained high recognition often find it difficult to achieve the "silent" method. The media will take the lead in deciding that this is sponsorship, not a choice for Tom himself to taste, which loses the original goal of the brand.

Under such circumstances, Hugo entered Burberry's sight. Although Hugo has been plagued with negative news in the past few years and does not conform to Burberry's setting, since the release of "Smelling the Scent and Knowing Women", Hugo's image has quickly recovered, and three consecutive works have achieved outstanding results, and the image has been essentially reversed.

This development potential is very consistent with Bobberry's idea. If Hugo can truly fall in love with the Bobberry brand and wear it in daily life and public places, then his influence will easily lead to the recognition of fans. Of course, how much influence Hugo has and how much influence his fashion taste has on people's aesthetics is an unknown investment. At least, Bobberry 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 movie was directed by Steven Spielberg, and the attention was enough; secondly, this movie was released by Hugo after "Sleeping in the Seattle Night" overturned all doubts, and the expectations were enough. Therefore, since Universal Studios determined the release date, Burberry has been in contact with Hugo's agent Joseph Gibbs, hoping to wear their costumes to attend the premiere.

This negotiation was not difficult, especially when Thomas Verland discovered that Joseph had no strict requirements on fashion taste. The only requirement was to reject Armani, Thomas quickly reached a cooperation agreement with Joseph.

Today, Thomas will send the clothes in person, but in fact he wants to have his first official meeting with Hugo. After all, there will be many such occasions in the future. He doesn't want to be a "someone" who never shows up or even knows his name. This is not good for long-term cooperation. Since Hugo has not been in Los Angeles for the past few months, the meeting has been delayed to today. But unexpectedly, Hugo actually put forward more requests.

To be honest, increasing exposure is a good thing for any brand, especially in premiere occasions, where a group of actors wear the same brand of costumes, which is absolutely eye-catching. But the situation in Burberry is quite special now, and they are willing to increase exposure, but in premiere occasions, they hope to control the candidates and try not to let the impression of "commercial sponsorship" enter the media's heads. Of course, if actors want to buy Burberry's costumes, as the seller, Burberry has no reason to refuse.

Thomas thought for a while and said with a smile, "Can I let me see the body shape of your two friends first? This will also make it easier for us to send the clothes here. Or when you are ready, you can go to the branch to choose in person?" Thomas said this with particularity. He hoped that Hugo could choose the latter, so that the actors would arrive at Burberry to buy clothes instead of sponsorship. Burberry currently does not have a flagship store in Los Angeles, but there are still branches, which is undoubtedly a positive promotional signal.

Unfortunately, Hugo didn't have much thought and looked at the stylist behind him, "Troy, where are they? You point Thomas in the direction."

Although he failed to do so, Thomas didn't mind. He didn't say anything in his words just now. Observing body shape is actually a preliminary review. If Hugo's two friends are suitable for Burberry's clothing, then it would be better to go with the flow; if it is not suitable, he can go back and find a solution. Perhaps finding a partner brand to rescue the emergency is also a solution.

Watching Thomas turn away with his assistant, Troy asked curiously, "You're going to wear Burberry to attend the premiere?"

"Yes, why not?" Hugo shrugged, "The windbreaker and scarf of this brand are very good, and the suits are also very particular. Do you know the Dolce & Gabbana and Giffaneks I wore last time in Yihai Xiongfeng?" Troy responded and said that he remembered, Hugo continued, "Actually, they are all designated brands of the Royal British, with a special British flavor, which I personally like."

"Wow, everyone in the circle doesn't know much about Bobery. It seems that you know a lot." Troy was very surprised. In fact, he asked curiously because he didn't hear so much about Bobery. He didn't expect that Hugo would really tell something.

Thomas listened to the voice coming from behind, and his heart, who was still a little uncertain, suddenly became firm. Hugo actually had such an understanding of their brand, which was a great start.

Hugo didn't expect that Burberry was so unpopular in Hollywood. You should know that Burberry has always been one of the world's top luxury brands, with a long history and profound heritage. "I just have a little understanding. You know, fashion trends are often nothing that others say. Wearing the same clothes with different flavors and finding their own style is the real fashion. After all, there are not so many unique designs in the world. That's why I pay attention to some... other brands."

Hugo's quietly shifting the topic did not arouse Troy's suspicion. Troy nodded with a smile, "This is not an easy task to wear white T-shirts and jeans to taste." Many so-called fashion trends actually do not have to follow. Just to follow the trend, it will only lose itself. True fashion has always been self-style. This is true for designers, and so are people who can really wear clothes.
Chapter completed!