Club-style statement

Retailer: How is Beverly Hills Country Club (BHCC), an international lifestyle brand, planning to capture the Indian audience? How do you want to position yourself in the Indian market?

Ramez Toubassy (RT): The Beverly Hills Country Club brand is the quintessential symbol of achievement in America and the brand conveys a lifestyle of casual elegance, the glamour of Southern California and respect for tradition. With the same quality and design elements of higher priced items, the BHCC lifestyle brand is positioned to be an affordable alternative for price conscious consumers.

 

Retailer: What practices will you follow to promote the brand, taking into consideration the presence of multiple international brands in the same space?

RT: To protect BHCC's prominent and rich heritage, we will implement a focused marketing strategy. Our licensees will have the flexibility to promote their BHCC products in their respective local and trade markets and we will help provide oversight and guidance so that the overall BHCC messaging is consistent. Marketing efforts will vary depending on the product category and given BHCC's unique positioning, we are confident that BHCC will stand apart from other international brands.  To maximize visibility, our partners will carry out promotions in the local markets on both regional and national levels. Additionally, we will explore various marketing mediums, including BTL activities, advertising in B2B and trade publications and participation in licensing shows.

 

Retailer: What are the primary criteria you'll expect from a prospective licensee?

RT: We need to be absolutely sure that our licensees are well connected in the retail market, and have quality product manufacturing facilities that are financially stable. Additionally, they must be capable of delivering products that will be well received in the Indian marketplace.

 

The licensees need to be extremely seasoned and experienced in operating in the given local markets and must be capable of promoting the product with the right brand positioning.

 

Once we are confident about the aforementioned criteria, we'll conduct other necessary due diligence.

 

Retailer: In which product categories are you seeking partners?

RT: We are seeking partners interested in apparel, footwear, fashion accessories, swimwear, fragrance & beauty, bedding & bath textiles, home furnishings, furniture, and luggage & travel accessories. Working closely with our partners, BHCC will implement a strategic rollout of all product categories in order to maximize consumer awareness and brand affinity.

 

Retailer: How will you supply design aids?

RT: BSP and our in-house design studio, The POP Studio, will provide creative

oversight for the BHCC brand. If needed, BHCC licensees have the ability to leverage The POP Studio's years of experience in designing leading apparel brands. BHCC will work with its licensing partners to provide a comprehensive brand direction while incorporating local designs and style elements.


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