I've never heard of Boden ....

[Feelingsandtears]

I'm 28 and I've never heard of it.
Have I been living under a rock.
What age is its target audience?
Is it for the more mature lady.
All I've seen since I joined is Boden this Boden that.
Am I missing out?

I never heard of it until I was pregnant and bought a mother and baby magazine.

Had a little leaflet drop out and there it was. Verbaudet was another one that was advertised.

Seriously overpriced for what it is though and I'll never buy from them

Heard of it and bought from them, mainly in the sales and on promotion, plus a few bits in charity shops and ebay. I am not their target audience, but then again, I don't think I fit into any particular audience and will buy and wear what I like and what, I think, suits me and I can afford. Cost per wear is pennies for most of the pieces and I tend to think this is the best way to think about clothes. I will buy clothes from anywhere if they fit, look fit for purpose, make me smile and suit me and this is my criteria and is not about a lifestyle or trying to maintain an image, as I'd never manage that and, to be honest, not many people do, but that is just my opinion. However, not heard of a huge number of brands mentioned on here and, just because I can, I will go off and have a google and even look closer if they are on the high street and have even bought based on a post, but I have also gasped at the price of many brands and how drab and dismal the clothes are. That's the benefit of forums, they are there to express an opinion, open up our horizons to new ways to spend our money and for us to agree to disagree sometimes.

I don't find Topshop cheap and the quality/fabrics are usually rubbish. The reason I like Boden is that they do a lot of natural fibres, cotton, wool, silk, quality is usually good and customer service is fab. I only buy in sales or with discount. I also get things for my DC as again they outlast most other slightly cheaper items.

Not for your age group really OP in my opinion.
I'm the same age. My mum loves it though but she has more money to waste on clothes than me.
It's supposed to be 'fabulously British' yet mostly all made in China
Way too expensive for what you get in my opinion. Though I would hope that it's all ethical.

Another one here who had never heard of them prior to Mumsnet. I thought I'd have a look, and like PP said it's very middle class mum. I'm certainly not that. I'm like you OP, a River Island type of girl, bit of Warehouse and H&M thrown in there, as well Primark basics and I'm in my early 30's. I wouldn't rule out Bodens basics though.

I think it's about personal style/taste as opposed to age - I'm 43 so probably bang on their target demographic and I own one Boden item (black dungarees, which I absolutely love) and the rest of the stuff's just not my cup of tea. My colleague is 50, and when we started working together eight years ago, her wardrobe was pretty much exclusively Boden - now she says it's just too expensive and rarely buys.

Agree, I think their target demographic is probably around 35-55.

I had never heard of it either until I joined mumsnet. My MIL has heard of it. So I have no idea lol. I actually quite like their stuff, I've bought a few tops off them but I suppose it's my kind of style. I quite like Joules and Ted Baker as well. I wouldn't say i looked or dressed mumsy.

feelingsandtears I like Kate middletons style so that's probably why! lol

I would admit the baby clothes are a bit expensive for something they will only wear for 3 months though.

I think it's hugely overpriced, poorly made and it's cut for very short bodied people. I've never found anything that fits me and looks nice.

Same OP, I've only ever heard people talk of Boden on mumsnet! Does mumsnet keep the company in business I wonder.

Id never heard of it before joining MN either, people do get a bit defensive protective over it.

I'm early 30s. Most of the women in my office wear head to toe Boden/Joules/FatFace/White Stuff. They look old before their time IMO.

It's such a "middle class mum" cliche, and looks even worse when they turn up in the same matching floral coats, clutching identical Cath Kidston flowery bags too (which clash with said coats).

I think a lot of the baggy print dresses also make people look bigger than they are, especially when teamed with bloody cropped leggings and Birkenstocks.

I agree that some of the plain, basic Boden stuff is good quality, but it has a price tag to match. I'd rather stick with my Topshop/Warehouse/Zara stuff for a good few decades yet.

I am 46 and had never heard of Boden until i recently started reading this forum, but then i am not one for buying clothes, i tend to keep my stuff for years till it wears out

I like their basics too. And it doesn't fade or bobble when I've put it in the wash like some of my clothes I've bought from cheaper brands. Tbh I will buy from pretty much any shop if I like it.

I'm 47 and had never heard of Boden, White whatever, Fat Face, Joules till I joined MN.

The Ravello top has been eulogised on here for years. But it's just a bag with a gathered neck!

I know it probably hides a mum tum very well, but it's the most frumpy thing I've ever seen!

Started shopping there when I was 32. I wanted some smart trousers for work which were good quality and fitted a petite woman. Next is cheaper but the material is not so nice and looks cheap. I have also bought a couple of highly-stylised retro-influenced dresses. I agree it's expensive so I only shop in the sales or using a discount code.

I bought from them before MNet existed, I'm sure. About 20 years ago.

The famous Ravello top. Even the model looks frumpy!

I don't like how a lot of there clothes now have polyester etc in rather than 100% cotton/ linen

I first encountered Boden when a friend bought one of their spotty macs. With giant contrasting buttons. I totally melted when I went online and saw the baby stuff! Have been buying DCs a new wardrobe every season ever since!

Although, they are not at all what they used to be. Quality is down and gone are the cutsey touches I used to like. Even the Mini Boden stuff has gone a bit 'blah'.

I have only ever bought the odd thing for myself. Cardigans and tees mostly. Because, quite frankly, when they manage to make the size 6 models look so awfully frumpy then I've no chance!!

elspeth I agree about that top. Not a fan.

I'd also never heard of......
Mint Velvet
Hush
White Face Fat Stuff (can't tell the difference between the two)
Seasalt Cornwall
joules
The white company

....until I joined mumsnet. I think a lot of these companies share mailing lists so if you order from one you'll receive loads of spam from the others.

All these brands people are saying they've never heard of are all 'regular' high street labels. (Except Boden!!)

Do those posters not go high street shopping? Or ever walk around John Lewis?

Am genuinely interested.