Philippines: Slowly Dominating the Global Market

The attributes of economic globalization are its establishment of trading goods

and services and production (Brazalote, 2022). Our country experienced benefits from

this phenomenon mainly because goods and services satisfy our needs. However, our

dependence on foreign products has diminished the importance of our nation-state,

which is caused by economic globalization (What is the Global Economy, 2019). Since

we have been susceptible to economic globalization, our local brands have competed

with foreign brands. Nevertheless, Filipino entrepreneurs have proven to be resilient

and earnest in their passion for entrepreneurship and businesses. The Philippines

possesses the pride of having "successful entrepreneurs" who were able to expand

their businesses worldwide. At the same time, most Filipinos acknowledge Jollibee

Food Corporation, SM Investment Corporation, Ayala Corporation, and San Miguel

Corporation as global corporations. BENCH/ is also one of the local stores that have

reached globally.

BENCH/ started back in 1987 as a new retail store at the prime department store

of SM Makati. According to Ben, this opportunity inspired him to start a design for a T-

shirt and jeans line, which gave birth to the name BENCH/.

BENCH/ expanded its business using endorsements made by TV personalities

featured in commercial advertisements on television and billboards and promoting

premium quality products at low prices. The clothing brand featured Richard Gomez as
one of the first celebrity endorsers to exhibit himself as a BENCH/ image model.

Furthermore, in 1993, the local brand established a clothing line for women called "Her

Bench," selling T-shirts and jeans, and they featured Agot Isidro as an image model

(The Philippine Star, 2012).

The business emerged worldwide and grew into a worldwide network of stores

and outlets in China, the Middle East, and the United States. BENCH/ has more than

700 stores globally as a retail shop in competition with local and foreign apparel

(Rakuten Fashion Week Tokyo, 2019). Moreover, the brand has been recognized by

notable personalities around the world.

From Western and Eastern parts of the world, Jerry Yan, Bruno Mars, Lucy Hale,

Lee Min Ho, Adam Levine, Taylor Lautner, Pietro Boselli, Park Shin Hye, and Nonie Tao

have represented the brand once from the 1990s up to the 2010s (Sison, 2017).

BENCH/ provided a new style of bright and dynamic clothing and other good

quality products which are affordable. Although BENCH/ is not on top of the

international competition, it serves as one of the options for people. A dynamic and

bright style reflects their motto, "Life with Flavor." They strive to introduce a fun,

comfortable, practical, and youthful line of clothing.

BENCH/ has become the wealth and pride of the country. It represents its

country from the innate talent and creativity of Filipinos. The brand becomes an

excellent investment for it generates an estimated annual revenue of $100,000-

$5,000,000. Furthermore, recognizing the talents and skills behind the creative

designers opens job opportunities for them and partnerships. The brand's owner also

becomes a role model in the business world. The story of his journey to success and his

tips and advice as a businessman is the most exciting and interesting things that people

would want to hear as a guide for starting their businesses.

In conclusion, the potential of local businesses to reach success significantly

worldwide is not a gift given to many but rather a reward to entrepreneurs/businessmen

committed to diligence, passion, and earnestness. The attributes of the global

corporations of the Philippines are to provide goods and services locally and globally

and to represent the identities and cultures of countless Filipinos. Lastly, these global

corporations create interdependence and connections between countries. These

ties/relationships become keys for other businesses to emerge globally in a world of

differences.