US Polo Assn: Bringing classic American looks to India

Having a retail presence in over 100 countries, US Polo Assn. is a brand that’s recognized globally for its classic and timeless appeal and authentic sportswear. Known for its authentic collection the brand is officially sanctioned by the United States Polo

Association, the governing body for the sport of polo in the United States since 1890. The brand speaks what is authentic about the sport, honors the tradition and grandeur of polo, and creates an inclusive environment where everyone can be part of something special. US Polo Assn. brand defines and stands for classic American styling and features traditional, preppy, and updated looks.

In India, US Polo Assn. operates in partnership with Arvind Lifestyle Brands. It now is keen on entering the kids’ wear market. It currently sells from 300 plus doors and has laid out plans for further expansion. Apart from metros, key urban markets are seen as growth areas which hold immense promise. In fact, US Polo sees the country not as a single market but as a layer of markets, each with its own distinctive features, retail possibilities, spending power, tastes and buying habits.

At present it offers men’s apparel, footwear and accessories. Alok Dubey, COO, Arvind Lifestyle Brands explains, “We believe in a test and implement learning to scale up. Therefore, currently the focus is on building footwear and fashion accessories. Other categories will follow at the appropriate time.” The brand’s product portfolio can be broadly described as denim, sportswear, and formals. Positioned at upper moderate price points, the brand offers an exceptional collection.

To understand the brand it’s very important to understand the sport of polo. Polo is the king of sports—inviting and open to all those who wish to participate on the field or from the sidelines. Polo captures a spirit not known by other sports—the love of the game embodies not just the love of competition, but the love of horses and all those who work to pull the sport together. US Polo Assn. captures the authenticity of the sport, while portraying the genuine spirit of classic American style which is comfortable, casual and relaxed, but still put together. It is not built on artifice or pretentious ideas of what polo is, or what its lifestyle entails, but rather rules, casual lifestyle, and love of the game. Simply put the brand is athletic, approachable, confident and classic.