The product has been synonymous for good clothing and more
than that is the fact that it is a world class Filipino brand.
“We did things nobody dared to do.”
This is what Chairman
Ben Chan of Suyen Corporation said,Bench’s mother company, believes what
catapulted Bench into becoming the country’s most successful lifestyle brand.
A true global brand,
Bench has captured the hearts not just of Filipino consumers but also the
international market. Capitalizing on incorporating Filipino flavor to their
designs as well as making their products globally adaptable, Bench has indeed
penetrated the foreign market competing with the world’s biggest brands.
“The Bench brand stands for an entire vision and the Filipino lifestyle, specifically. This is a marketing feat, since it is one thing to sell to a domestic market, while it is a completely different ball game overseas, alongside the world’s biggest and best brands. The winning strategy is to think, act, and look global, wherever you are,” Chan told INQUIRER.
Endorsers are
indispensable
For the company to establish a global brand, Chan tapped the
help of local and international endorsers from a multitude of backgrounds,
nationalities, ages, body types as well as styles. The diversity the brand
depicted through endorsers like Filipino celebrity Richard Gomez, American
rockstar Adam Levine, Korean pop superstar Lee Min-Ho as well as Hollywood
actress Lucy Hale strengthened the image of Bench.
Indeed, this strategy
convinced consumers that there was a perfect Bench product for all of them.
Incorporating Social Relevance
Aside from showcasing what’s hip and trendy, the brand also put effort in coming up with merchandise that has social relevance. In 2010, Bench became a game changer by becoming the first local brand to use bamboo fiber in its Envi line. A very sustainable resource, bamboo is easier to grow and harvest compared to cotton and utilizes less energy and water. Moreover, Chan said that the fabric from bamboo is more comfortable and durable. The brand also introduced Green Wednesdays in which customers are urged to use their own shopping bags. It also produced a safari collection in support of the preservation of endangered species in Calauit sanctuary.
Powered by Social
Media
To empower consumers, Ben Chan communicated directly with them through the popular social media platform Twitter. “Customers tweet me and I can respond immediately. For example, we used to ban picture-taking inside the store. Now, with Twitter, we encourage it. A customer can take a picture of anything they find interesting in our merchandise and then a few minutes later it is ‘trending.’ Or, they can Tweet me directly if they have comments or suggestions,” he explained.
Being a Global brand
Since its inception in 1987, the brand has won awards in
marketing, advertising and retailing. Amid the 25th anniversary
activities that were marked with pomp, glamour and camp, Bench merited with the
Agora Awards for Export Marketing. The Philippine Marketing Association
recognized its operations in 62 branches overseas.
“We export not just products or raw materials,
but a brand. The Bench brand stands for an entire vision and the Filipino
lifestyle, specifically. This is a marketing feat, since it is one thing to
sell to a domestic market, while it is a completely different ball game
overseas, alongside the world’s biggest and best brands. The winning
strategy is to think, act, and look global, wherever you are,”
“We enter the foreign market by infusing a Filipino flavor to
our designs but still making it adaptable globally. This has been one of our
strengths which we will continue to build on in the future.”
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