Firmly entrenched in more than 60 countries with over a hundred licensees and distributors worldwide, the trademark Beverly Hills Polo Club (USA) has clearly transcended the horizon of a successful commercial agenda.
No wonder brand owner Young Sangyo Co. Ltd had decided to look father and higher or more aptly, deeper into their appreciation of social responsibility.
Spelled out, this would suggest embracing another business paradigm parallel to lifestyle merchandising — one that is more socially grounded a business program.
.Where merchandise fashion is flighty and variously short-lived, a coffee shop is relatively long-lasting and assuringly durable. Where merchandise fashion is an undeclared competition, a coffee shop is a natural platform for acquaintanceship, togetherness and conviviality.
To the observant, coffee and cafes are the great leveler or equalizer. Coffee for the upper middle class is as much the coffee, too, for both the higher and lower socio-economic classes. This, in essence, is BHPC’s simple rationale for the concept of .
As BHPC’s gift to its market and audience, could attract both the affluent and the less moneyed to converge at their coffee circle in-between, because price thereat is comfortably less discriminatory when compared to the pricing of fashion apparel, for instance. Perhaps it is not too fanciful for BHPC to allude to this rationale as mechanism for “social osmosis”.
Licensees.The new breed of BHPC licensees to emerge out the Caffe agenda are fortunate in that they are to be heirs to more than 35 years of BHPC fashion leadership in the USA, Europe and Asia. Countless licensed products bearing the BHPC trademark have led the way in lifestyle fashion in the casual, relaxed elegance of the South California life.
BHPC , in the ultimate analysis, marks Beverly Hills Polo Club’s ascension from a purely profit orientation to a firmament of social awareness and advocacy. In addition to the invaluable goodwill enjoyed by the BHPC name. Beverly Hills Polo Club endows upon each licensee a good sized customer base and patronage from its bran followers in the Philippines..
