Business / History And Strategy Of Bench

History And Strategy Of Bench
Manila, PHILIPPINES -- By some accounts, Bench's undisputed success in Filipino retail should come as a surprise. Their Chairman has a degree in interior design rather than an MBA. Their stores sell an improbable mix of items, such as bags of popcorn next to sports bras next to cologne.
Yet the brand continues to dominate the Philippine retail market with 132 stores nationwide and 14 stores internationally. They've won countless competitions for their marketing campaigns, and they are worn across the alphabet by every market demographic, whether by a fashionista who likes Bench Body, or a supermarket cashier who likes their jeans.
In the mid-80s, Ben Chan's first venture was a home furniture store, Dimensione. He began designing children's clothing for his sister and brother-in-law, Nenita and Virgilio Lim, who owned a children's clothing boutique. The pieces proved so popular that Chan started a casual men's line of t-shirts, slacks and denim, under the label Bench, which the trio operated together. A Filipino retail giant had been born.
Marketing
Evolution is something the public has associated with Bench, just as it associates the company with splashy marketing campaigns. "Whenever they decide to do something, they do it big. They put all their resources there," said Gigi Tibi, marketing communications manager at Penshoppe, one of Bench's best competitors, adding that she estimates Bench's marketing budget is probably twice that of many local brands.
Others within the industry agree. Each year, Bench executes several multimedia campaigns to promote the season's leading product or concepts, racking up impressive numbers. A large billboard (50' x 60') along a major route like C-5 or EDSA rents for about P200,000 – 300,000 per month. Bench has many. A 30-second