Bench (Philippine clothing brand)

Bench was established in 1987 by Ben Chan. Its first outlet was a small store selling men's T-shirts in an outlet of the SM Department Store (now SM Store). In 1991, Bench released its first television commercial featuring Filipino actor Richard Gomez as its endorser which set a standard on how the brand is promoted by its celebrity endorsers. The first Bench Cafe, named after the clothing line, opened in January 2018. ==Marketing==

Bench is known for utilizing celebrity endorsements acquiring the services of Filipino and international figures to promote the clothing brand. In 1991, Bench released the television commercial Sculler which featured Richard Gomez rowing a boat which won best cinematography at the 12th Advertising Congress at the Araw Awards. In 1995, Bench began referring to international figures for endorsement with Chinese-American VJ for Channel V. In the COVID-19 pandemic period, Bench relied on Korean celebrities to take advantage of the popularity of Korean drama and K-pop. ==References==