Now Polo brand saga becomes a three-horse race

Hell hath no fury like a consumer duped. That is what the reaction to last week's Power Report suggests.

Within hours of the story about Polo South Africa having no link to the iconic US brand, Polo Ralph Lauren, outraged readers were venting their anger in e-mails, on Twitter, Facebook and radio.

They described feeling cheated and conned; some called for a boycott of Polo South Africa.

They said they had been deceived into thinking that the premium local brand was part of the multibillion-rand Ralph Lauren empire, established in 1967.

Despite sharing a name, an almost identical polo horse motif (almost the only difference is the direction in which the horse runs) and similar designs, the South African brand has nothing to do with the famous US one.

Because Polo South Africa registered the Polo and horse-motif trademark locally in 1976, Polo Ralph Lauren cannot be sold here.

Polo SA has also objected to another US brand's moves to register its global trademarks here.

The potential new arrival to South Africa is US Polo Assn or USPA, the official brand of the US Polo Association, which won a protracted court battle for the right to trade alongside Polo Ralph Lauren worldwide.

USPA, which has a logo featuring two polo horses, now plans to ask the South African courts to agree to the use of the double-horse motif with the abbreviation USPA below it.

This, it argues, would dispel any consumer confusion with Polo South Africa's lone horse. In addition, all products sold here would carry the disclaimer "not affiliated with Polo Ralph Lauren", as with all USPA products sold globally.

But potentially misleading branding in South Africa appears to be a real dog and pony show.

Consumers could be forgiven for linking preppy US clothing retailer J.Crew, founded in 1983, to local retailer Queenspark's JCrew. The identical name, minus the dot.

The local brand, established in 1987, has no connection to the US one.

Ditto another Queenspark brand, Massimo Datti, dating back to 1992. The brand, discontinued in December last year, shared an almost identical name with leading Spanish brand Massimo Dutti, founded in 1985.

Deliberate ambiguity or just amazing coincidence?

Tell me what you think @Power_Report #Polo

Tweets:

@SeamusReynolds

Seamus Reynolds

Astounded by @Power_Report article - the great #POLO con. I'll bet 99% of SAns thought they were buying the intl. brand.

@EtheleneG

Ethelene Galgut

@Power_Report thank you for report on Polo. It is news to me and I'm sure to many SA's. How we've been fooled!

@newsmaniac

Wadim Schreiner

If you thought buying #polo in SA is genuine - think again, after reading @Power_Report #consumerfraud

@richardstutzner

Richard Stutzner

The biggest con on earth is that a garment that costs R45 to make is sold for R800.

@ravinadasen

Ravi Nadasen

Really floored to read the @power_report today about Polo in SA being basically fake no link to Ralph Lauren.

@One_Take_One

Wandile Mathe

Great article on today's @Power_Report think we need to educate ourselves much more as consumers. Thank you Ms. Power.

@MaganoAuala

Magano Auala

I feel so robbed coz I buy Polo from Stuttaford or Polo shop thinking I'm buying Polo Ralph Lauren brand.

@minks2

minesh

unbelievable marketing lie!! Boycott polo ZA

@MHlongwane

Madoda Hlongwane

Eish, certainly feeling 'Fong Konged' right now.

@maiketsoj

James Maiketso

Job well done with 'Polo SA not Polo Ralph Lauren' story! Saved us money moving forward.

@ConverseChatty1

Mtu Huria

all the stores that have listed '#PoloSA as an international brand must be taken to the consumer commission for dishonesty

@wasim_d

Wasim

Sunday's column has hit home with many. A pseudo brand at best. Legal action notice is in the post, claiming lost income.

@byroncpt

Byron

I'm regularly at the Waterfront and the Polo store attracts a lot of tourists. Those that aren't savvy consumers get duped! @Power_Report