U.S. Polo Assn. in Feature Article for WWD Studios

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Looks from U.S. Polo Assn.’s FW18 collection.

U.S. POLO ASSN.

WHERE FASHION AND SPORT COLLIDE U.S. Polo Assn.’s unique business model and authentic connection to the sport of polo have enabled the brand to close in on $2B of retail sales and continue the brand’s global expansion.

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rand distinction is a requisite for attracting and retaining consumers in a fiercely competitive, saturated market. For U.S. Polo Assn., a multi-billion dollar, global lifestyle apparel and accessories brand, an authentic connection to the sport of polo, and apropos selection of products from “head to toe”, serve as an effective and powerful point of differentiation.

As U.S. Polo Assn. starts a new chapter, that authenticity – which is ingrained in its DNA – will serve to attract a new wave of sport-inspired consumers and enthusiasts to the game of polo itself.

Eighty-six percent of consumers surveyed across the U.S., the U.K. and Australia said that authenticity is a key factor in determining which brands they will support, according to a research report by Stackla. Moreover, 96 percent of millennials said that brand authenticity is highly valued and important.

Headquartered in West Palm Beach, U.S. Polo Assn. is managed by USPA Global Licensing Inc. (USPAGL), a forprofit corporation and wholly owned subsidiary of the United States Polo Association (USPA), the nonprofit national governing body for the sport of polo.

The brand, founded in 1981, generates revenue for the USPA, which in turn funds the sport and its endeavors regarding the organization and marketing of polo, support of polo players, training and education of young athletes, and its aim to make the sport more accessible,

We continue to execute our international expansion strategy and now have a brand presence in 166 countries around the world.”

sales with our 2018 financial performance delivering double- digit growth and a record year. We continue to execute our international expansion strategy and now have a brand presence in 166 countries around the world.”

“Also, in what has been a challenging retail environment over the past several years, with many brands closing stores or going out of business, we have passed a significant milestone for any major brand by growing our retail footprint to 1,050 stores globally, adding roughly 100 doors in 2018 alone,” Prince explained.

J. M IC HAE L PRI NC E, PR E SIDENT+CEO, USPAGL

particularly to future generations.

USPAGL has partnered with multiple licensees around the world to promote U.S. Polo Assn. Retail stores, e-commerce, department stores and independent retailers provide a consistent global brand message, look and feel. J. Michael Prince, the president and ceo of USPAGL, told WWD, “U.S. Polo Assn. continues to have tremendous momentum globally as we approach $2 billion in retail

J. Michael Prince, the president and ceo of USPA Global Licensing Inc.

Global Expansion

U.S. Polo Assn.’s strategic vision and direction are achieved through a collaboration with USPAGL’s global headquarters team in West Palm Beach and its licensing partners located in all regions around the world. This unique partnership promotes commonality and a unified global design and marketing direction for licensees, while providing flexibility at the local level that adapts to consumer tastes in their respective countries.

Through this strategy, the brand has become one of the largest sports brands in India and the Middle East/ Turkey, and it is also growing aggressively in Asia, particularly in China.

Also, in its more mature markets such as North America, Europe and Latin America, U.S. Polo Assn. continues to gain market share.

Described as a “sport-inspired” lifestyle brand with “classic American styling,” U.S. Polo Assn. offers men, women and children robust products across apparel, accessories, footwear, home and travel categories, officially sanctioned by the USPA, and authentic in its design. The brand also outfits polo players with performance jerseys and lifestyle products, further demonstrating its genuine connection to the sport and its lifestyle.

There is no other global brand closer to the sport of polo than U.S. Polo Assn., whether through its global brand ambassadors, Ashley Bush and CAPTION Juan Bollini, both polo players, its XXXXXXXXX. broadcasting of prestigious global polo

PRESENTS

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We capitalize on our partners’ expertise, local country knowledge and resources to drive success.”

DAVI D CUM M I NGS, CH A IR M A N, USPAGL

events, or its support of youth programs around the world.

Moreover, U.S. Polo Assn.’s striking double-horseman logo differentiates its product as genuinely sport-centric, as it shows a realistic depiction of how the game is played.

“Where the sport goes, the brand goes and where the brand goes the sport goes,” said David Cummings, chairman of the board at USPAGL – and former polo player. “Part of our success over the years has been the ability to attract strong partners who are leaders in their regions, and have the financial wherewithal and operating experience to invest in the brand and open successful retail stores.

“We capitalize on our partners’ expertise, local country knowledge and resources to drive success,” noted Cummings. “We started out as more of a mid-tier brand in the United States when we launched, but have expanded internationally into more of a bridge to an accessible premium brand with great quality-to-price offerings,” Cummings said of the product positioning.

Polo has traditionally been perceived as an elite sport, and U.S. Polo Assn. says this is “a misconception held by many.” The brand insists that the true reality of the sport “honors the tradition of polo and fosters an inclusive environment, where everyone is invited to be a part of this extraordinary sport.”

The USPA’s goal is to inspire and foster younger generations.

History of the Game

Historically, polo was inclusive. Polo is an ancient sport that began in Persia over 2,000 years ago, and was likely first played by mounted nomads throughout Central Asia. Eventually, the sport became popular among nobility. The sport took hold in India and it grew in popularity.

Years later, the British brought the sport to England, and eventually, James Gordon Bennett, the publisher of the New York Herald, introduced polo to the U.S. when he helped found the Westchester Polo Club in 1876. The USPA officially formed in 1890, with its primary function being “to organize the sport,” which entailed providing the rules of play, awarding tournament, granting player handicaps, and marketing and promoting the sport, with the help of volunteer committees and board members.

The brand also works very closely with the sport to broadcast major events, such as the U.S. Open Polo Championship, which is held at the International Polo Club of Palm Beach (IPC) and is recognized as the most prestigious polo event in the United States. In April 2018, U.S. Polo Assn. partnered with CBS Sports to showcase the event to approximately 2.5

2017 FIP World Polo Championship Match.

A U.S. Polo Assn. store in Panama.

million viewers in North America.

The company also broadcasts international events, and by 2020, it will target over 10 million sports fans and consumers engaging with the sport and the brand as the result of its broadcasting efforts.

These impressive results have fueled the brand’s marketing and promotion of the sport, and were the catalyst for a partnership with IPC, where a new high-goal USPA Tournament Series of Polo has been created, with potential prize money totaling $1 million.

The company believes it will attract the best players from the United States, and around the world, while bringing significant new interest to the sport and

continuing to build global awareness for U.S. Polo Assn. for the next generation.

U.S. Polo Assn. also supports the sport and its involvement with important causes around the world through influential polo events. These include Prince Harry’s (the Duke of Sussex) Sentebale Cup in the U.K. for his children’s foundation, the 2019 U.S. Women’s Polo Open in Palm Beach, the St. Regis World Snow Polo Championship in Aspen, and the 2018 Buenos Aires Youth Olympic Games in Argentina, which promotes aspiring young athletes.

These venues provide a truly unique and authentic experience for attendees to

engage with the sport and the brand.

U.S. Polo Assn.’s social media presence is also significant as the brand has over four million global followers across Instagram, Facebook, and WeChat, among other platforms. Its marketing and digital campaign, “Live Authentically,” connects with consumers by featuring polo players as models to reinforce the brand’s authentic connection to the sport.

The brand also derives much of its creative inspiration from influential and aspirational destinations that are home to polo venues, such as Aspen Valley and Coachella Valley. In 2019, the brand will also launch its “Women’s Initiative,” which will be a marketing campaign focused on the significant impact women have on the sport and the brand.

“We are extremely excited about the future of U.S. Polo Assn. and our sport, and we have some amazing initiatives launching in the coming year,” Prince said. “We will continue our shift towards being a more digital and technology focused brand, as shown by the launch of our new Global Design & Tech Lab, which will act as a tech-focused research and development center,” Prince noted. “Also in 2019, our already colorful in-store experience will be further amplified by the debut of a new millennial-focused ‘high energy’ door concept, which will create a consumer experience that enables the brand and sport to interact in a way that has never been done before. This new concept will launch in major cities all over the world and has the potential to be transformational. Simply put, our future has never been brighter.”

NANTUCKET WHALER JOINS ROSTER

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ased on USPAGL’s success with U.S. Polo Assn., the company has a new diversification strategy to evaluate other unique and authentic brands. Through one of its subsidiaries, the company recently partnered with Grand National Apparel, to acquire Nantucket Whaler. Dating back to 1837, the Nantucket Whaler tradition is positioned as “a uniquely American story” that is “steeped in the heritage and mystique of Nantucket Island, and inspired by generations of men and women who built a life on the sea and circumnavigated the globe,” the company said while describing it as a “unique and authentic brand” that will offer apparel and accessories to “embody the vitality, culture and tradition of Nantucket.”

The brand features well-designed, high-quality pieces that are infused with durability, comfort “and a hint of the nautical spirit.” The brand is curated by American designer Jerry Kaye, who aims to merge function with technical design. Rugged and versatile designs will integrate with “ADVANTEDGE” technical performance features to give the customer the “ultimate in comfort and performance, in essence; ‘Fashion and Function,’” the company noted.

Nantucket Whaler is also a sponsor of the international charity Whale and Dolphin Conservation Inc. (WDC), which is dedicated to the conservation of the seas, dolphins and whales, which play an incredibly vital role in mitigating climate change and ocean sustainability.