Brand Tone

Aspirational yet Approachable

Brand Values

• •Heritage & Exclusivity
• •Affordable Luxury
• •Elegance & Style
• •Comfort & Confidence
• •Family & Sociability

Best Practices

• •Lead with Lifestyle, Follow with Product: Always frame the narrative around the aspirational lifestyle (elegance, success, comfort, family). The product should be presented as the key to achieving that lifestyle.
• •Balance "Luxury" and "Affordable": Use aspirational words like "elegance," "heritage," and "exclusivity," but ground them with accessible language like "comfort," "classic," and "everyday," and reinforce the value proposition.
• •Incorporate Heritage Subtly: Weave in references to "the sport of kings" and the "California spirit" without overdoing it. This adds a layer of authenticity and brand story.
• •Maintain a Positive and Inclusive Tone: The copy should feel warm, sociable, and welcoming. Avoid exclusionary or overly technical fashion jargon. The focus is on feeling good and confident.
• •Be Consistent Across All Channels: Ensure the "Aspirational yet Approachable" tone is applied everywhere, from website product descriptions and social media captions to customer service emails, to build a cohesive and trustworthy brand identity.

Social Perception

Beverly Hills Polo Club is largely perceived as a mid-tier, lifestyle fashion brand rather than a true luxury house. The public recognizes the name and the logo, associating them with an accessible version of the "preppy" or "polo" look popularized by brands like Ralph Lauren. While some consumers appreciate the value for money, others, particularly in specialized communities like watch forums, view it as an imitation of more established luxury brands. It occupies a competitive space where its primary appeal is its ability to offer a status-symbol-adjacent logo and a fashionable aesthetic at a price that is significantly lower than its high-end counterparts.

Copy Examples

• •Beverly Hills Elegance. California Comfort. Discover the new collection and embrace the lifestyle.
• •Making memories that last a lifetime. Our new collection is designed for every moment, big and small. #BHPCFamily #TimelessStyle
• •You don't need to be a king to enjoy the sport of kings. Experience the affordable luxury of Beverly Hills Polo Club. Shop classic polos, crisp shirts, and more. Free shipping on orders over £50.
• •Crafted from premium, soft-touch cotton, our iconic polo shirt offers unparalleled comfort and timeless style. Featuring the signature embroidered horse and rider, it’s a versatile staple for any wardrobe, effortlessly taking you from a casual day out to a smart evening gathering.
• •A Touch of Luxury is Waiting for You ✨