Bench intends to plough marketing spend into advertising campaigns to support its stockists after pulling out of streetwear trade show Bread & Butter Berlin.
Last week, the young fashion brand announced it would not exhibit at Bread & Butter’s spring 13 edition in July. Bench said brands at the show now have to spend increasingly higher sums to stand out from the crowd and this money could instead be used to support Bench retailers around the world.
In the UK, the brand will focus instead on customer and product-oriented marketing, with key growth areas being point-of-sale items, window displays, customer service, delivery, consumer events and social media.
International marketing manager Emily Frazer said Bench has put its retail partners at the top of its agenda and will look to support them both on and offline. She added the majority of the brand’s creative communications will be online, but that it would also launch some “unconventional innovative advertising”.
Bench will launch a national advertising campaign via print and digital channels. It will also produce photo shoots, videos and a Bench magazine, which Frazer said would help it reconnect with consumers.
Bench has also reworked its denim range with a fresh palette of washes and a stripped-back look for autumn 12.