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.

A 'normal' mum may only reach 100 people at best, of course it makes way more sense to use people with lots of followers..

Yes, but they'd still get lots of views by having the famous ones.

Just with the added bonus of not having to be a celeb to be a Bodener.

So OP, answer the important question.

You wear Boden. Do you still have sex?

Because that would still really lower their reach... stop just trying to get stuff for free. And if this puts you off then your going to struggle to find places to shop since most places will do something along these lines

Also at the idea of famous instamums. Is this a thing now? I suppose I ought to be their target audience, but I have never used instagram in my life and am bewildered by the idea that anyone on instagram could be "famous". Who has the time to read anything like that, blogs and stuff, who has a normal life?

I'd be a Jaegerer for work clothes if we have to be a tribe. I am fully aware they will advertise with either models or famous people, because nobody will think "Let's channel paxillin's middle-aged lecturer look, they'll queue round the block!".

@splendidisolation : absolutely with you.

OP, I don't really know what you're talking about, but at the weekend we discovered that DS1 (5) has grown out of a pair of Boden tracksuit bottoms. He stroked them wistfully and said, "Well, we should put these away now for DS2 (baby) to wear when he's older." Clearly he's with you on treasuring every piece.

What would actually be the harm in the Mum campaign of having 50% Boden lovers who love the brand and 50% famous instamums? Isn't that a win win - happy profits, happy customers.
They could give 20 "Boden lovers" a free outfit and make those 20 people happy. That wouldn't make all of their other customers/potential customers happy or increase sales like advertising does.

I really don't get the love for Boden. They do great kids wear but really, the womenswear is the epitome of frumpdom, full of "fun" patterns and a-line cord skirts

When did Bodener become a noun?

Holy fuck, is 'Bodener' an actual thing?!

MP is an internet ⭐️Mother Pukka

It would send a message out though that they appreciate loyal customers.

This whole thread has made me LOL.

OP, Boden are conducting themselves via advertising in exactly the way that you would expect a business to.

If they sent out freebies to everyone they would never make any money. Strategically marketing to instagram mums is a smart move and the post will be seen by more than Susan at the school gate.

There are some awful things going on in the world. Perhaps less time on IG and more reading actual news?

Can someone link to Muttha Pukka, pretty please?

because I'm too lazy to google

I have no problems with advertising but a fair opportunity for all would be nice to see.

If I was a company owner I'd be happy to see people who have passion for the brand and treasure it as the face of my catalogue rather than a non user just because they're famous.

I knew I was depressed when I ordered a Boden fun flippy skirt and courderoy fucking trousers. They were the years my style was lost to frump and changing bags.

Because normal mums wouldn't drive traffic over to their online shops when they post the advert in their own instagram feeds.

It's life. Celebs gets ££££ of free stuff a year because of exposure. Mum of 2 AnneMarie from ormskirk isn't going to provide the same exposure.

You're really getting het up over a non-issue. Boden owes you nothing.

The catalogue doesn't make me go and seek out famous people.

It's my choice about what I feel.

Would you name your company/brand "looking slick" riff raff need not apply

Boden is seen as a bit try-hard round here. The really posh mummies tend to shop at a friend’s posh boutique, or rock a bit of Barbour or some random extortionate designer nobody else has ever heard of. They wouldn’t be seen dead in some mass produced mail order garb.

CRIKEY.

first world problems

I throw my hands up in despair trying to actually get my point across here!