To think Boden have made a huge mistake.

[welliesandpuddles]

They've just put out a new mum video, showing lots of successful instagrammers and their children head to toe in Boden.

However, these IG people and children are rarely dressed in Boden, if ever.

But just because they've got a lot of followers Boden hand it all out to people who don't actually treasure the brand.

There are 100s of dedicated Boden mums who treasure every piece of Boden, why can't Boden ever reward their loyal customers rather than give it out to people who don't even buy it.

I know a lot of people are outraged about this. When I look at IG I search the #bodenbyme and always see lots of normal families without 300k followers dressing their littlies in Boden. It's a shame that brand lovers never are appreciated when they are what keep the business going, if I was Johnnie I'd be getting hold of these families and working together to promote real Boden loving Mums and not just people who are in it for the cash or freebies.

...they don’t actually owe you anything, though. You pay your money, they give you their product. It’s a transaction. Buying Boden doesn’t put you in a special ‘club’; it’s just clothes shopping.

I saw Jonny Boden in a pub on Friday...

Pretty sure he wasn’t wearing Boden. I think even he is allowed to buy clothes from other places

This is hilarious.

You treasure every piece of Boden?

I'm loving the use of "piece" there. Feels like I woke up in the middle of London Fashion Week

OP, I think Johnnie knows more about marketing than you.

And I think if you are treasuring every "piece" of Boden then you need therapy.

It's clothes. You can have fab items of clothing that you really love to own. But treasuring every piece takes you into cray cray territory

He'll lose faithful customers....

Oh op. You need to get out more, truly.

It's not a loyalty scheme, it's advertising.

In the nicest possible way, I think you might need a hobby.

Oh this is a wind up!
Just about to google 'Is Johnie Boden a real person?'
If you're for real OP you're a marketing team's dream target!!

Just seems silly really.

Actually, you know what? He seems to have stopped emailing me personally now.

So I'm with you now! Burn him!!!

Oh fgs, the poor women can't bloody win. There was a post here debating their advertising and now there is a post slagging them off when they clearly mark it as an advert.

It's no different to a Cheryl Cole and L'Oréal. It's a face for a brand. That a majority of mums on Instagram will recognise. It's a nice little advertising campaign. And I liked seeing MOD and MP in it.

And I have never bought or worn Boden in my life.

I have yet to meet anyone who treasures their Borden collection. I remember the catalogue coming being delivered when I was still icing at my DM's as a teenager and wondering why the fuck grown women thought it was fun to dress as a toddler.

Do they still do that wank of a little bit of information about the model? Lettice, 22, favourite smell - freshly cut grass.

But OP I love you ideals of "I wear boden so my kids will wear boden"

Give it three months when they've hurled and shat over everything and you'll give into the 3 for £5 Asda babygrows and embrace it

Lol

You can tell you don't have children, too much time on your hands! You'll give less of a flying fuck about such trifles when ankle deep in shit!

My DH thinks I am being stalked by a man called Johnie after he searched for something in my email the other day.

Instamum stuff is just another celeb style endorsement and is a form of advertising.

Outraged is a very strong word in this situation. There are plenty of things to be outraged by but a clothes brand advertising is not one of them.

"collection"

"Lettice, 22"

Saddy, I am buying into YOUR brand

Actually, you know what? He seems to have stopped emailing me personally now.

Me too! I think I ignored his advances for too long! He gave up on me!

Some of their choices are good but why not part 'famous' and part normal working hard families

Boden is largely shit and overpriced. You seem overly invested in the brand, 'treasuring' it, planning to dress your kids in it and being jealous that it is being advertised by people who don't 'love' it as much as you do. I would invest my energy in something else tbh

InspMorse - I reckon Wellies put out too easily. So he dropped us.

I'm not a Mum yet but I wear smart Boden and will dress my children in Boden.

See, they don't need to convince you. You will dress your children in Boden no matter what.

Unfortunately for Boden I was about to do a £850 babywear order. Perhaps I'll go elsewhere!

So you are suggesting that Boden give free clothing to 'normal families', people who love Boden but who nobody cares what they wear at all?

They don't want to promote ordinary folks wearing their clobber as that's not aspirational. I wore a Boden t-shirt this morning. Walked the dog. A golden retriever jumped on me. This is not what people want.

Do you know these parents OP? They are "normal hardworking families". They aren't famous like the Beckham's etc. They have day jobs, which just happen to involve many different brands and media. But they are bloody hard working families from the posts and stories I see (god know MP always has her kids with her) and I don't think anyone could argue that they weren't.