Benjamin Barker - Resilience in Retail
Since launching in 2009, Benjamin Barker’s evolution has been constant. Having expanded rapidly into 12 stores in Singapore with franchises in Australia, Cambodia and Malaysia - the leading menswear brand has won numerous accolades for innovation and entrepreneurship.
In this EXCLUSIVE INTERVIEW ahead of eTail Asia - Michelle Yang, Branding & Marketing Director reveals how the brand pivoted quickly in response to the pandemic by adopting technological advancements in fabric development and using sustainable materials with advanced nanotechnology to expand their product offering and transform quickly to keep up with customer needs.
Michelle discusses:
• REFRESHING PRODUCT OFFERINGS: how BB rapidly responded to the changing retail landscape.
• SUSTAINABLE VISION: going beyond sourcing into quality screening and understanding the sustainable consumption mindset of customers.
• RE-ALIGNING TO CUSTOMERS HYBRID LIFESTYLE: launching their ‘soft’ collection in response to radical changes in buying behaviour.
Meet Michelle on eTail Asia happening from 07 - 09 June, 2022