Bench is the top brand among Filipino teens based on “The Teen Research Unlimited (TRU) Study: 2012 Philippine Edition.”
For Pinoys aged 12 to 19, the local fashion brand is the top favorite followed by Jollibee, Nike, Jag, Adidas, Natasha, Nokia, Coca-Cola, Avon, and Tribal.
For the age 20 to 24 bracket, however, Jag came out as the top brand, while Bench and Jollibee took the second and third slot.
Marketing campaigns influence the choices of teens. While Bench has youthful and made-to-look-carefree models appearing on its various campaigns, Jag seems to target a more adult market with its more mature images.
Teens comprise 16% of the country’s population and is an important target market for companies. Last year, teens spent an estimated P268.8 billion, most of which went to transportation, followed by clothing expenses.