Young fashion brand Bench will not show at streetwear trade show Bread & Butter in July after implementing a new global marketing strategy.
The brand said that due to its new strategy it would not be exhibiting its spring 13 collection at Bread & Butter in Berlin. Bench said that for spring 13 it is “on a different playing field” and following a company restructure has now implemented a new global marketing strategy.
Chief executive officer Paul Masters said: “This was a difficult decision to take because Bench has been exhibiting at Bread & Butter almost from its very beginning. However, brand presentation has evolved to an extremely high level, forcing the fair organisers as well as the participants to use increasingly high budgets in order to stand out at such shows; budgets that could instead be used to ensure support for Bench retailers globally.”
In March Drapers reported that the tradeshow would increase exhibitor prices for its spring 13 edition, with the cost of floorspace rising 5.5%. For the autumn 12 edition of Bread & Butter there were notable absences from from denim giants Diesel and Replay.
Bench will instead focus on customer and product oriented marketing with key areas of growth being point of sale items, window displays, customer service, delivery, consumer events and social media. Bench will launch a national advertising campaign through both print and digital channels. Also through a partnership with Vice magazine the brand will produce photo shoots, videos and a Bench magazine.
UK sales manager Jamie Nichols said: “Market conditions within the UK require us to focus on more targeted UK relevant marketing activity. The business is fully committed to supporting all our retailers throughout the challenging time and we are incredibly excited about all the avenues we are exploring and the opportunities this will bring going forward.”