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.

I think I am the Boden target middle age woman and I live near a lovely country park with a nice dark car park. Just need to order that wrap dress...

I think the received wisdom on MN is that Boden is the younger sister of Per Una - and both brands are about covertly signalling that you no longer have sex.

it has been a while, sweeps away cobwebs

Oh my.. I remember last year Boden posted an image of a woman with a model figure wearing maybe short pjs and scarf/hat (I might be remembering incorrectly but she was not fully clothed) and the uproar on Facebook about them not using an 'ordinary mum' for a model, and how unrealistic etc. So now they use Mothers who (in my opinion) are just ordinary looking and people still kick up a fuss... they can't win!!

Advertising whilst staying loyal to true Bodeners!

Do you....understand How advertising works OP?

Companies don't use any old riff raff to advertise their brand. They use people in the public eye who attract their target audience. Mummy bloggers attract the exact audience that Boden want.

Doesn't exactly scream buy me Lambrini or two and you can fuck me up against the bins out back later does it?

Or even the possibility of a desultory fumble if the kids sleep in at the weekend.

This has GOT to be a wind up.

If they put normal Mums on their own social media then it would get seen still.

Normal Mums or Mums who spend 850ukp on newborn clothes?? I'm not seeing the overlap between those two groups.

dedicated Boden mums who treasure every piece of Boden

when mine were tiny it was Laura Ashley who were purveyors of over patterned, over priced mumsy tat but I don't recall anyone treasuring every piece. Perhaps I missed something.

Thank you OP, I needed a laugh tonight but who is this inspirational MP?

I hope I won't think of this thread when I see the next Boden wrap dress on the school run .

is there a link to this advert?

boring and terribly pedantic but Johnnie hasn't stepped down from his role in Boden. He is the 'creative director' and the previous CEO has become Executive Chairman. As said previously the new CEO has come in from Tesco.

overseas sales are paying for all of their stock so they're being insulated from the effect of sterling devaluation.

They've recently seen sales boosted by double digit growth in womenswear and an increase in profit of 9.6 per cent to £26.2 million in 2016.

Well excuse me! I am not any old riff raff and neither of my friends are. How very dare you use such a nasty and untoward comment towards me?

Clear to all that most people hear cannot understand my point - YES, Advertise all you like but there is no harm in adding a few normal Mums into the scene?

I need to know who MP is!

If they put normal Mums on their own social media then it would get seen still.
People following Boden on social media already buy Boden.
People following Instamummy9000 might not already buy Boden, but when they see their favourite Insta-celeb wearing it, they might choose to buy Boden. That's how advertising works.

I come from the land of Boden, seriously you could photograph the school run for the catalogue.

I know no one who is “outraged” about this. In fact no one has even mentioned it.

I’m pretty sure none of them “treasure” their Boden though so maybe they’re “hardworking normal families”.

Please don’t buy that much baby stuff at once. You’ll never use it all, some stuff might not suit your baby, might not fit, you might find impractical.

Buy a small amount and then add to it over time -when you know what you are doing-

As long as the 'normal mum' is you, ay OP? 😉

£850 on baby clothes . You could buy a bugaboo or an Icandy for that or whatever pushchair system is in vogue at the moment.

Omg, don't buy Boden baby stuff!mit will be ruined in no time. Buy cheap baby stuff and save Boden for when the DC are a bit older and will appreciate it more.

They are normal mums! Can you not see that?! They are as normal as any other Instagram mums. They just happened to get what you crave - an advertising deal with Boden!

Valuing and treasuring lovely clothes is not strange by any means.

I like to look slick.

How is it normal to be broadcasting all day on IG

OP, I'm really glad you're taking up this issue.

It's a really important point, and I think that sadly mist people are simply oblivious to just how badly ordinary, non-famous mums are treated by these huge corporations. Where would Johnny Boden be without us, eh? Flogging polyester knickers in the market, that's where!

Something needs to be done, and I for one am absolutely delighted that you've joined MN today to raise awareness of this abuse of power.

I'm off to start a Twitter campaign - see you in the trenches!

😂😂😂😂😂 at Looking Slick.

Oh OP, you have lost it love. No one cares whether you wear Boden or not. I have a piece or two but a lot of it is flower vomit shit. And Bodeners??? Seriously. To answer your original question, it's called marketing. I think you may have delusions of grandeur.

That is like saying someone being recorded on set all day is a normal mum.

No, they're workingz

Trying to look not covered in sick is much more a new mum thing than looking slick in my 3 x DC experience...