Chapter 1219： Influence wavelength

Thomas Wieland walked out of the Chanel branch on Rodeo Drive, carefully recollected the interior decoration and layout, thoughtfully raised his foot and took a step towards Armani next door.

As the head of Burberry's U.S. region, Thomas has made remarkable achievements in the past two years. Not only has Burberry's sales increased for two consecutive years, but it is also changing Americans’ impression of Burberry bit by bit. Everything is moving in a positive direction. Therefore, the British headquarters officially put the issue of the Los Angeles flagship store on the agenda.

It is not difficult to open a flagship store, but to succeed. Everyone knows this clearly. Although Los Angeles is not the fashion capital-New York is the fashion hub of the United States, but because of the developed film industry and music industry here, Los Angeles is in the development strategy of any top luxury brand. It is one of the important territories.

The report on the brand management and market research of the Burberry flagship store in Los Angeles has been handed over to the headquarters. Thomas is currently investigating the actual store design, operation, sales and other aspects of other luxury brands, although there are professionals in these situations. In charge, but Thomas feels that there is still a difference between seeing many things with his own eyes and learning from others, the simplest: service experience, which must be experienced in person to have the most true feelings.

Therefore, Thomas will walk around the luxury gathering places in Los Angeles like an ordinary customer shopping.

Thomas walked to the junction of Armani and Chanel. As soon as he looked up, he saw two familiar figures. He couldn't help but stop. Then he saw the woman among the two pointing to the sign of Armani, "I don't like it. ?"

Then the man next to him pursed his lips and shook his head, causing the woman to pounce and laugh, and said playfully, "Yes, you are not suitable, it looks too rigid."

The man raised his gaze with a chuckle, and he just touched Thomas, and Thomas immediately smiled, "Hey, Hugo, are you shopping?"

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

Hugo came over, shook hands with Thomas, 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 he couldn’t help but feel more light-hearted, and looked at Cameron, “I’ve heard of 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. Thomas mentioned "models" instead of "geeks in disguise." This is really strange. Hugo couldn't help but smile, and explained in a low voice, "He is Burberry's America." The person in charge." Cameron suddenly realized that he was a professional in the fashion industry. "When I was working in Europe, Burberry had always been the brand that all models yearned for, but unfortunately, I never got the opportunity. "

Cameron realized that she was a little embarrassed after saying this. How did she want Thomas to respond? So she quickly waved her hand and explained, "No, no, I mean, I have been active in Paris, but Burberry's show is always in London."

This is not a problem for Thomas at all. Even if Cameron did not explain, he still has a way to deal with it. "We have always been more conservative and traditional. Not only are we on the catwalks in London, but even the models have been using the British mainland. But now. The picture of..." Thomas focused on Cameron, "but let me start thinking, maybe it's time for us to make a change."

A calm interpretation, rounded the scene beautifully, and also faintly praised Cameron, it was really clever.

In fact, Cameron’s temperament is lively, bright, sunny, and playful. She is not suitable for Burberry, but Thomas’s polite remarks enlivened the whole atmosphere.

"So, are you shopping for summer clothes today?" Thomas turned his head and looked around. When he saw the sign of Armani, his eyes narrowed slightly. Many people do not believe that a person's influence is so powerful that it will even affect the strategic expansion of a brand, but the fact is that Armani has become the biggest victim of the past two years.

With the strong rise of Hugo, his huge influence has radiated to all fields and areas. In terms of fashion, Hugo has been unanimously recognized by major fashion magazines, professionals, and brand designers. It can be called "perfect". Not only can you not go wrong on any occasion, but it also often shines and shines. It can be said that it is leading the current men's fashion.

To give a simple example, since Hugo attended the 66th Oscars, the design trend of men's suits has undergone a fundamental change. Now most of the suit designs for young people have moved up the waistline design. With the distance of half a palm, this design can visually change the ratio of the upper body to the lower body, making people feel that the lower body is more slender; and the hem of the suit jacket also generally shortens the distance between **** to three fingers, making the whole suit not It will look so bloated, more convenient and more neat.

These designs are all derived from the trend caused by Hugo's Burberry suit on the red carpet. For the layman, these changes are nothing special at all, but for the insider, it is a decisive progress that has changed the entire fashion aesthetic point of view.

Just like what Hugo is wearing today, light blue washed denim pants with lemon yellow graffiti t-shirt, and then barefoot wearing a pair of smoky gray Vance middle skate shoes, casual, sunny and comfortable dressing in leisure , The strong street style has its own personality, which is 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 look like they can skateboard at any time or go on a beach vacation. , You can also go to the basketball court to play, youthful and unrestrained, it is a beautiful landscape.

Incorporate your own style into simplicity and neatness, without the need for gorgeous and miscellaneous collocation, focusing on comfort and casualness...Under the leadership of Hugo, 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 clothes in public and private occasions, he directly rejected Armani’s sponsorship many times before and after. Maybe ordinary people didn’t know about this, but it was already an open secret in the fashion circle. Makes Armani embarrassed.

Once upon a time, Armani was the first choice for Hollywood actors to attend various occasions. "If you don't know what to wear, then choose Armani" is actually a public relations strategy that attracts a large number of actors. But now, thanks to Hugo’s powerful influence, starting with Hugo’s good friends, Tom Cruise, Tom Hanks, Alexander Lorraine, Leonardo DiCaprio, Jack Ni Coleson, Al Pacino, and others are no longer wearing Armani for important occasions; some acquaintances to Hugo, Steven Spielberg, David Geffen, Roger Fasson, etc. And so on, their choices at critical moments gradually avoided Armani.

An interesting statistic appeared at the Oscars ceremony this year. Among the male artists who attended that night, only 13 chose Armani, accounting for about one-tenth of the total, but only two top artists, one was Arnold. -Schwarzenegger, one is Harrison Ford. Compared to the grand occasion where at least a quarter of the artists chose Armani in previous years, it's really too embarrassing.

These influences are actually invisible and intangible. It is difficult for the media or brands to present a comparison with data, but everyone knows that this kind of subtle influence will have a strong negative effect on the future planning of the brand. Influence.

Thomas has heard more than once that Armani has been trying his best to build a good relationship with Endeavour's elite brokerage company, hoping to impress Hugo with a broker whose interests are paramount. However, not much progress has been seen so far.

Hugo didn’t know that Thomas had so many thoughts hidden behind a question. In fact, he had forgotten about Armani a long time ago, and Joseph never mentioned it again. He himself is not a person who loves hatred, not to mention Armani’s original story. The practice is also a common unspoken rule in the industry, and there is nothing to complain about. It's just that, objectively speaking, Armani really doesn't suit Hugo's style. He always feels that Armani is too formal and rigid, and he doesn't like it.

Hugo never thought that his personal preferences would have such a profound influence, because it sounds like a fantasy. Rick hadn't mentioned Armani to him, so he had no consciousness at all. Obviously, for the entertainment industry, Hugo has many things that need to be slowly understood.

"Yes, come out and buy some summer clothes." Hugo nodded, and raised a pile of bags in his hand. "It seems that there is still some gains. How 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 wanted to sit down with Hugo and have a good talk, but Hugo has been very good this year. Busy, no time at all. Today is a good opportunity, and unexpected encounters seem a little more natural. He can talk to Hugo as a friend instead of meeting at work.

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

"Are you allowed to go shopping too?" Hugo laughed and teased. As the head of Burberry's US branch, Thomas's external image must be very important, so Thomas wears Burberry most of the time. Lee's own clothing.

Thomas also laughed, "Of course, except for work, my private life is naturally free from interference." This means that he is also allowed to wear other brands of clothing in private, "It's just that you don't see it in your trophies. This is really a pity for our clothes."

"Isn't there no Burberry branch in Los Angeles?" Cameron said while standing beside him with a smile.

The smile on Thomas's face is even brighter: This answer is just right!