BENCH being a Global Brand: “We did things nobody dared to do”

 

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.”

 

 

BE YOUR OWN BOSS! Join the most trending Online Negosyo now.

 

For only 17,888 you can have 5 online shops of various food, health and beauty products, plus Ninja Ion and Coppermask.

 

Reserve your slots now. Send a message by clicking the button below.

 

Ask me how, leave me a message in  https://www.facebook.com/siomai.online0212/

 

 

What can you say about this?

Share us your thoughts by simply leaving on the comment section below. For more news updates, feel free to visit our site often.

Stay updated with today's relevant news and trends by hitting the LIKE button.

 

Thanks for dropping by and reading this post.

 

Report from PDI

 

Disclaimer: Contributed articles does not reflect the view of THE PH CHRONICLES. This website cannot guarantee the legitimacy of some of the information contributed to us. You may do additional research if you find some information doubtful. No part of this article maybe reproduced without permission from this website.