The London Metropolitan Police plans to launch a new clothing range to raise funds For frontline officers
The Metropolitan Police in London, UK, has planned to brand its MPS logo on clothing, cuddly toys, stationery, homeware and souvenirs to help to raise funds for frontline officers after years of austerity. The police force has signed a contract with branding company "The Point. 1888", which created defining looks for clothing, store Hobbs, the Tate galleries, the Battersea Dogs Home and trendy food chain Leon. This move was born out of the inspiration to imitate the success of New York Police Department - NYPD - that has proved to be a successful brand in the United States. Brand experts said, however, that although it was a good foreign marketing ploy, the Metropolitan brand was not endearing enough at home to create an expectation that floods of Londoners would rush out and buy its products.