“To establish a true global brand, we are trying to create a Bench family of endorsers from local celebrities to international ones. A Hollywood endorser brings in a different flavor to the brand, as would a Korean. When you put together the entire stable of Bench endorsers, who are all from different backgrounds, ages, nationalities, styles, body ...
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.
To create awareness on the preservation of endangered species in Calauit sanctuary, Bench came out with a safari collection.
To cater to the savvy millennial consumer, Bench has embraced ways of creating dialogue through social media. Chan is amazed at the quick reactions from Twitter.
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