Beverly Hills Polo Club or BHPC is a fashion brand established in 1982 named after the eponymous polo club in Beverly Hills, California. In the 1980s, real estate developers Daniel Terheggen and Norman J. Kravetz obtained the licensing rights to use the polo club's branding.[1] The company is now owned by Apparel Group LLC.[2]
==Brand positioning" The brand draws from the culture of Beverly Hills and the heritage of polo to develop a product line that it positions as a combination of casual style and exclusivity. BHPC markets itself as a lifestyle brand intended to appeal to a global audience through its apparel, accessories, and other consumer goods. The brand's logo, featuring a polo player in action, reflects its association with the sport of polo, which is historically connected to elite social circles. The logo, alongside a color palette often described as warm and glamorous, is central to BHPC’s marketing and branding strategy. These elements are intended to evoke both the heritage of polo and an aspirational lifestyle.[3]
Markets
Since its founding, Beverly Hills Polo Club has expanded its presence internationally, with more than 650 stores in over 70 countries.[4] The brand's approach to retail includes both physical storefronts and an increasing reliance on e-commerce platforms. Its expansion strategy includes adapting to regional markets while maintaining elements of its branding that emphasize exclusivity and sophistication.[3]
Product Range
BHPC offers a variety of products, including clothing for men, women, and children, as well as accessories such as footwear, watches, eyewear, handbags, and fragrances. BHPC introduces seasonal collections and occasional collaborations to add diversity to its offerings. Its product lines emphasize a mix of classic styles and contemporary trends, aiming to appeal to consumers with an interest in luxury and lifestyle goods.[3]
References
- ^ "Two Developers Clash as Competitors". Los Angeles Times. 1 December 1985. p. 132. Retrieved 15 November 2024.
[Norman J.]] Kravetz…with Daniel Terheggen, his longtime friend and partner… With another partner, the two men also own licensing right to the Beverly Hills Polo Club label.
- ^ "Beverly Hills Polo Club - Luxury Fashion | APPAREL GROUP". 15 August 2022. Retrieved 15 November 2024.
- ^ a b c "The History of Beverly Hills Polo Club". Vintage Clothing Guides. 1 October 2024. Retrieved 15 November 2024.
- ^ "Getting Social With Beverly Hills Polo Club". Crowd. Retrieved 15 November 2024.