Bench goes to China
October 27, 2002 | 12:00am
Theres no other way but to go global!"
So says Bench proprietor Ben Chan. And what this retail giant says, he does. If Ben Chan builds it, the shoppers will come.
Next month, Bench, the countrys top clothing and lifestyle store, shall open a new branch to mark another phenomenon in the stores phenomenal 15-year history. It is its biggest step to date, into the biggest market in the world today.
Bench is going to China.
Though Bench has gone overseas in the past it already has outlets in Guam and Saudi Arabia this is the very first time it will cater to non-Filipino patrons. What with local, regional and global brands now flooding the Chinese market, each one eager to grab the attention of Chinas one billion people, this is a corporate move that is, to say the least, extremely risky. But also, very exciting.
In the words of Ben Chan himself, "If its something that excites me, Id say, go ahead. I wouldnt be here right now if I kept doing the same things again and again."
Indeed, Ben Chan is doing everything differently this time. To launch the Bench flagship store in Shanghai, Chan called forth a creative team from the very best in China, Japan and Singapore to work arm in arm with the very best in the country.
"Im tapping the best people," Ben says proudly. "Theres no question about it theyve proven themselves. Theyre incredibly talented. This time I wanted to mix local and regional talents, but still all-Asian."
Flown in from China and Japan, this amazing team is made up of cultural mover and shaker from Shanghai Melvin Chua (Filipino-Chinese), top Japanese stylist Giant, Japan-based Singaporean photographer ND Chow, and European-based supermodel Lu Yan (China). Working with top local photographer Ronnie Salvacion, award-winning makeup artist Patrick Rosas, and local male models Marc Nelson, Robby Mananquil, Kenji Marquez and Antonio Aquitania, the team promises a campaign that will bring the Bench brand to another plane.
When the creative group assembled at Ronnie Salvacions Makati photo studio, there was a different creative vibe in the air. It was a photo session of a different standard. The lighting, the styling, the makeup and the work ethic were on a higher level altogether.
Lu Yans makeup was light, natural but very raw; her pin-straight jet black hair was crimped into an afro. Robby Mananquil had his hair curled cherub-style. Marc Nelson had spiked bangs.
A peasant blouse was worn as a skirt. Three mens shirts were buttoned together to create a dress. A ladies blouse was scrunched up to form a scarf.
For the intimate apparel, the lighting was soft and sexy, against grainy panels of blonde wood. It was a stark contrast to the well-lit, in-your-face look of past campaigns.
Melvin explained their concept as "no concept." They decided on a make-it-up-as-you-go-along approach to the photo shoot, with elements of deconstruction. "Its more editorial rather than purely commercial. Our aim is to make the brand edgier, give it a tribal feel."
He continued, "Bench is about very basic clothes, but we want to take it to the extreme. With basics it depends how you wear it, how you accessorize it. Its your attitude.
"The issue here is that in the Philippines things are still very commercial. In China, its very competitive and you cant just sell the clothes like that, so brand image is very important."
Ronnie Salvacion agreed. "Here in Manila theyre after bright, loud branding. Its about the celebrity, not the clothes. But with Melvin and company theyre after the image. In the end it wont look like a catalogue, it wont look too commercial."
"I think Manila can be ready for something like this," added Ronnie. "Its good to work with something new. It gives you new ideas. Theres a shock factor."
Patrick Rosas was emphatic about experimentation. "Sometimes, as an artist, you want to try new things, you want to do the unconventional, but people here are afraid. But Im still trying to do that, little by little."
As it steps into the international foray, Bench is being reborn. Already known as an innovator in the Philippine retail industry, it is being reinvented into a global brand that will transcend even its very own past and current success.
But Ben Chan has not lost hope for the local fashion retail industry. He expects that someday other retailers will follow suit and go global, to conquer new markets and territories. This, he opines, is an area in which Filipinos can apply their creative edge: "Melvin is a creative genius and hes Filipino dont forget that!"
Ben waxes wistful when it comes to holding our own against the overwhelming competition from China, from the availability of textiles to cheap labor. "Im still optimistic about the Philippines. As long as I can hang on Ill stay. In fact, were expanding here in the countrywe just opened in Vigan and its doing very well. Soon, were opening in Dumaguete, Cagayan de Oro and SM Bicutan. I still believe that things will get better."
In this age of globalization, global competitiveness is the great inevitable for local businessmen seeking growth and expansion. Melvin sees this as good thing.
"When I studied the product, I didnt see Bench as Filipino or Southeast Asian. I saw it as a global brand. Times like these, origin is not important anymore. It doesnt mean if youre a French or Italian brand its gonna work."
And here he imparted the most important lesson anyone should know in making that big leap to the international playing field. "Relevance is the key. Its being an international, modern brand thats relevant. You have to be relevant to whats happening with peoples lives. It doesnt matter if youre basic or avant garde. You just have to give them what they want."
Is Bench ready for China? Absolutely. But is China ready for Bench? Lets wait, pray and see.
So says Bench proprietor Ben Chan. And what this retail giant says, he does. If Ben Chan builds it, the shoppers will come.
Next month, Bench, the countrys top clothing and lifestyle store, shall open a new branch to mark another phenomenon in the stores phenomenal 15-year history. It is its biggest step to date, into the biggest market in the world today.
Bench is going to China.
Though Bench has gone overseas in the past it already has outlets in Guam and Saudi Arabia this is the very first time it will cater to non-Filipino patrons. What with local, regional and global brands now flooding the Chinese market, each one eager to grab the attention of Chinas one billion people, this is a corporate move that is, to say the least, extremely risky. But also, very exciting.
In the words of Ben Chan himself, "If its something that excites me, Id say, go ahead. I wouldnt be here right now if I kept doing the same things again and again."
Indeed, Ben Chan is doing everything differently this time. To launch the Bench flagship store in Shanghai, Chan called forth a creative team from the very best in China, Japan and Singapore to work arm in arm with the very best in the country.
"Im tapping the best people," Ben says proudly. "Theres no question about it theyve proven themselves. Theyre incredibly talented. This time I wanted to mix local and regional talents, but still all-Asian."
Flown in from China and Japan, this amazing team is made up of cultural mover and shaker from Shanghai Melvin Chua (Filipino-Chinese), top Japanese stylist Giant, Japan-based Singaporean photographer ND Chow, and European-based supermodel Lu Yan (China). Working with top local photographer Ronnie Salvacion, award-winning makeup artist Patrick Rosas, and local male models Marc Nelson, Robby Mananquil, Kenji Marquez and Antonio Aquitania, the team promises a campaign that will bring the Bench brand to another plane.
When the creative group assembled at Ronnie Salvacions Makati photo studio, there was a different creative vibe in the air. It was a photo session of a different standard. The lighting, the styling, the makeup and the work ethic were on a higher level altogether.
Lu Yans makeup was light, natural but very raw; her pin-straight jet black hair was crimped into an afro. Robby Mananquil had his hair curled cherub-style. Marc Nelson had spiked bangs.
A peasant blouse was worn as a skirt. Three mens shirts were buttoned together to create a dress. A ladies blouse was scrunched up to form a scarf.
For the intimate apparel, the lighting was soft and sexy, against grainy panels of blonde wood. It was a stark contrast to the well-lit, in-your-face look of past campaigns.
Melvin explained their concept as "no concept." They decided on a make-it-up-as-you-go-along approach to the photo shoot, with elements of deconstruction. "Its more editorial rather than purely commercial. Our aim is to make the brand edgier, give it a tribal feel."
He continued, "Bench is about very basic clothes, but we want to take it to the extreme. With basics it depends how you wear it, how you accessorize it. Its your attitude.
"The issue here is that in the Philippines things are still very commercial. In China, its very competitive and you cant just sell the clothes like that, so brand image is very important."
Ronnie Salvacion agreed. "Here in Manila theyre after bright, loud branding. Its about the celebrity, not the clothes. But with Melvin and company theyre after the image. In the end it wont look like a catalogue, it wont look too commercial."
"I think Manila can be ready for something like this," added Ronnie. "Its good to work with something new. It gives you new ideas. Theres a shock factor."
Patrick Rosas was emphatic about experimentation. "Sometimes, as an artist, you want to try new things, you want to do the unconventional, but people here are afraid. But Im still trying to do that, little by little."
As it steps into the international foray, Bench is being reborn. Already known as an innovator in the Philippine retail industry, it is being reinvented into a global brand that will transcend even its very own past and current success.
But Ben Chan has not lost hope for the local fashion retail industry. He expects that someday other retailers will follow suit and go global, to conquer new markets and territories. This, he opines, is an area in which Filipinos can apply their creative edge: "Melvin is a creative genius and hes Filipino dont forget that!"
Ben waxes wistful when it comes to holding our own against the overwhelming competition from China, from the availability of textiles to cheap labor. "Im still optimistic about the Philippines. As long as I can hang on Ill stay. In fact, were expanding here in the countrywe just opened in Vigan and its doing very well. Soon, were opening in Dumaguete, Cagayan de Oro and SM Bicutan. I still believe that things will get better."
In this age of globalization, global competitiveness is the great inevitable for local businessmen seeking growth and expansion. Melvin sees this as good thing.
"When I studied the product, I didnt see Bench as Filipino or Southeast Asian. I saw it as a global brand. Times like these, origin is not important anymore. It doesnt mean if youre a French or Italian brand its gonna work."
And here he imparted the most important lesson anyone should know in making that big leap to the international playing field. "Relevance is the key. Its being an international, modern brand thats relevant. You have to be relevant to whats happening with peoples lives. It doesnt matter if youre basic or avant garde. You just have to give them what they want."
Is Bench ready for China? Absolutely. But is China ready for Bench? Lets wait, pray and see.
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