Bench: A Journey from Local Brand to Global Sensation
Bench, the admired brand that is homegrown in the Philippines, has achieved significant progress that made it reach and widely known worldwide. Starting as a local brand, Bench solidified its standing as a global favorite, passing through various markets in the process. Let's now take the time to further explore the strategies and initiatives that have made Bench's success possible.
At the forefront of Bench is the very charismatic founder and visionary leader, Ben Chan, who showcased great courage in maneuvering the brand the same way experts pilot airplanes. Chan's strategic vision was straightforward yet impactful: Establishing Bench as a global icon. Nonetheless, it is the meticulous execution of this vision that separates Bench’s brand from those of its competitors.
Another key pillar of Bench's success is its ability to infuse products with a truly Filipino flavor but retain their universal appeal. Bench products can be apparel, fragrances, and home goods. These are sourced from both Filipino motifs and global sensibilities. These products have a wider consumer base around the world. In addition to this, the strategic alliances with a wide range of endorsers from different industries like Filipino personalities such as Richard Gomez, and international stars like Adam Levine, Lee Min-Ho, and Lucy Hale geared towards the reinforcement of the inclusive brand image of Bench and thus, cater to a broad customer base.
In addition to its product line, Bench has displayed its dedication to social responsibility and sustainability With the debut of bamboo fiber by the brand in its Envi line in 2010, the industry was changed for good, as the conscious consumers were given an environmentally-friendly alternative to the regular fabrics. Additionally, Bench's promotion for environmental awareness shown in their Green Wednesdays campaign supports the use of customers' shopping bags and instituted their commitment to bring change.
Bench has turned out to be a master at blogging on social media sites, especially on Twitter, to relate to millennial buyers on a more personal level. Via initiating direct interaction between consumers and Ben Chan himself, Bench has established a culture of community and inclusivity among its customer base. Additionally, the brand's shift towards the unbanning of in-store photography to the encouragement it has enabled user-generated content, leading to a higher level of amplification of the brand online and fostering of brand advocacy among the brand's loyal fans.
By way of global expansion, Bench has had a commendable outcome because there are over 600 stores in the Philippines alone and a growing market presence in the United States, the Middle East, and China. The global reach of the brand signifies Bench's seriousness in making its products available to consumers across the world.
Finally, Bench has managed to raise its profile by partnering with international celebrities such as Bruno Mars, Joe Jonas, Adam Levine, and Korean actors Park Shin Hye and Lee Min Ho who have turned the brand into a showcase for the company at the international level.
This finding may be summarized by the fact that Bench's growth from a local brand to a global sensation represents the essence of vision, innovation, and social consciousness. Bench also continues to grow its global presence and reputation, and is proudly representing the Philippines in the international arena.
References:
References:
About Us. bench. (n.d.). https://shop.bench.com.ph/about-us
Mini. (2015, November 27). Bench’s strategy for Success: “Go Global.” Business News Philippines. https://www.businessnews.com.ph/benchs-strategy-for-success-go-global-20151127/
Wba. (2023, September 4). Bench. World Branding Awards. https://awards.brandingforum.org/brands/bench/
Wikimedia Foundation. (2023, November 19). Bench (Philippine clothing brand). Wikipedia. https://en.wikipedia.org/wiki/Bench_%28Philippine_clothing_brand%29
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