British Polo Day helps luxury brands connect to emerging markets | Video
European CEO visits British Polo Day - an event which connects luxury brands with emerging markets
On the surface, British Polo Day may seem like a champagne-fuelled day out, brushing shoulders with the rich and famous. But on closer inspection, it’s also a cleverly-targeted marketing strategy to boost British brands abroad. The event is invitation-only, and features competitive polo, lunches, receptions and charity fundraising – all under the guise of building a platform for luxury brands in emerging markets. European CEO takes a look at the event.
Ed Olver: The horse is an international language. Wherever you are in the world, you have this bridging point through the horse, because it doesn’t matter if you speak Arabic, Russian, Mandarin; if you understand the horse you have a bridging point.
When you bring people together at a British Polo Day, you have the opportunity to create this platform that encourages dialogue and good relationships.
The horse is an international language
European CEO: British Polo Day represents more than an individual sport, or even the brands present. But is selling the idea of the quintessential British lifestyle.
Ed Olver: We’re just creating knowledge. We’re inviting people to understand what it means to be British. You know, the quality of our language, the quality of our timezone, the quality of our geography… maybe even our weather sometimes! But actually it’s just about building relationships so that people can explore the opportunities that exist within Britain.
Some of our craft and heritage is the best in the world, so why not get out there and celebrate it?
European CEO: Emerging markets are seen by luxury brands as target areas for future growth. But according to the Financial Times, they’re held back by a lack of connections and understanding of local business culture.
A recent Ledbury research survey forecast sales for British luxury brands to reach £12.2bn in 2017, from £6.6bn in 2012, noting that only 23 percent of these brands have a presence in India, and only 13 percent in Brazil.
Duke of Argyll Torquhil Campbell: Emerging markets have a very important role to play, and there is an element of education with emerging markets.
Neil Bugler: We are developing our knowledge of these areas, which we are not too, sort of, akin to. And trying to understand what these markets offer to us. China being a massive market for us, which as every UK or European brand going out there has experienced. There are tentative steps, there are learning curves, and we’re part of that process.
Emerging markets have a very important role to play
Ryan Taylor: We now go to 10 markets around the globe. If you take half of those they are emerging markets that are great for our business. And if you take India, Mexico, Brazil, you’ve got Abu Dhabi, Dubai; the markets that are really growing around the globe. And it really levers a platform for us to grow and grow and grow.
And the figures speak for themselves. Jaguar Land Rover’s world sales were up 19 percent in 2013, with the Asia-Pacific accounting for 33 percent, and 29 percent for each brand.