BENCH

1. How did Ben Chan make a difference in clothing/ apparel through Bench?
 Diversity / Family of Endorsers
 For the company to establish a global brand, Ben 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 celebrities such as Daniel Padilla,
Kathryn Bernardo, Maine Mendoza, American rockstar Adam Levine, Korean pop superstar Lee
Min-Ho as well as Hollywood actress Lucy Hale strengthened the image of bench. 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 1 st 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, Ben Chan stated that 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.
 Empowered by Social Media
 Like most brands, Bench was quick to cater to the needs of savvy millennial customers. 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 of they have comments or suggestions.” Ben Chan explained.
 Risk Taker
 “We did things nobody dared to do. That is what the word ‘entrepreneurship’ connotes—making
initiatives and taking risks,’” as declared by Chan
 One of Bench’s biggest stunts was putting excitement in the underwear and making a private
item very public. Its biannual underwear fashion show not only drove more sales but also
catapulted the brand’s image.
 “Through the show, it is easier for us to market our brand in the international scene. Just
recently, Fox International covered the Bench Universe 2012 underwear show and made a
special which will air in Star World this December. This will definitely help in strengthening the
brand equity in the Asian region,” says Chan.
2. What makes Bench click?
 Produces different clothing/apparel designs that are highly fashionable and at the same time very
affordable.
 Used high quality material in their products.
 Increase their market coverage in different countries around the globe.
 Diversity in endorsers.
 Merchandise are not limited to clothing/apparel, they also produce bags, make-ups, perfumes, etc.

3. In your own analysis, how has Ben Chan scanned the environment where Bench operates?
 Ben Chan scanned the environment where Bench operates by:
 Choosing a country that has a small number of competitors
 Assessing the demand in certain countries where operate
 Seeing the current economic status of the country and the capacity of the customers to buy their products.
 Considering also the taxation policies, the government’s and rules regulation
 Evaluating the number of their customers and the price sensitivity