Beverly Hills Polo Club is an internationally registered trademark identified with quality and status in the apparel industry. Beverly Hills Polo Club was originally conceived in the United States as a novelty logo silk screened on basic sweats. Because of the tremendous response from consumers and the retailing community, it has developed into a fashion line. Today Beverly Hills Polo Club has become an attitude and a lifestyle. It embodies the lifestyle of California sunshine that everyone thinks of when they see the words “Beverly Hills”. It puts the word “fun” back into fashion.
Beverly Hills Polo Club is dynamic – it evolves and changes with the market. It has become a name in which the customer identifies with quality and uniqueness. It is a trademark that the retail sector equates with stability and success. It has overcome the short term nature of trendy logos and has established itself as a fashion statement of the future. “Beverly Hills” is one of the ten most recognized names in the world. It is only a handful of words that, when spoken in any language, needs no translation.
Beverly Hills Polo Club generates a bit of status in its apparel in a fun kind of way. It makes the customer who wears the clothing feel good about themselves. It gives a sense of belonging to too a real club. In fact, 70% of the potential customers surveyed in the United States feel that there really is a BEVERLY HILLS POLO CLUB. They feel that somewhere in the estates of Beverly Hills, there are polo players riding around playing chukkers for fun. This idea of BHPC being perceived as a real club is one of the strong point of the trademark. People want to belong. When they buy BEVERLY HILLS POLO CLUB, they get a fashionable, fun garment as an added feature, membership to a club. BEVERLY HILLS POLO CLUB, targets customers in the U.S.A between the ages of 18 and 45.
This strong identification with the logo and the trademark by the consumer creates an extremely penetrating customer awareness. Two thirds of those people questioned in the United States about whether they had heard of BEVERLY HILLS POLO CLUB, or seen the round logo with horse and rider, replied affirmatively. What is unusual about these results is that the brand is so identifiable that many people feel that they have seen it a lot more than they really have. This has become very evident to many BHPC billboard ad campaigns the United States where consumers list seeing the ads in areas where the campaign is not running. With this type of consumer awareness, adding BEVERLY HILLS POLO CLUB to the proper product categories with only generate increased sales.