Boden - strengths and weakness (uni report)

[HerRoyalNotness]

I need to pick a company to write a marketing report on for a uni course, I thought I'd go with Boden. I need a little help to get started and to base my marketing ideas on.

What in your opinions are their strengths and weaknesses?

My perceptions
Strengths:
good quality esp kids clothes
Bright colours for both boys and girls

Weaknesses:
Price
Perception of middle class mummy supplier

I need 6 of each and would be interested to include your views/perceptions

Another big plus are the customer reviews -- I'm sure they are moderated but it is good to see the customers rating an item one star and then you see it in the sale and you know why (rubbbish fabric; too short; etc.)

The delivery abroad is £12 and the VAT is taken off so it evens out.
BUT I have clocked 8 virtually unwearble dresses from Boden . Two were hideously cut , two seemed at least two sizes two big, one had one arm hole smaller than the other and another three were too low cut in the boobs for the Middle East. It is a huge expensive faff to return them from abroad .

Strengths
Excellent customer service
Excellent returns policy up to 3 months
Great regular money saving offers 20 25 or 30% off
High resale value on eBay I have often bought something for DC's had lots of wear out of it and sold it for a half decent price on eBay
Quality well made and comfortable kids clothing natural fabrics made to last
Bright colours kids won't get lost easily on holiday at the park.
Statement clothing can recognise clothing assume other family must be fairly well off aspirational and not chavvy

Against
Items quite Pricey especially if full price
Some of the designs in children's are a bit OTT and naff
Middle class teachery librarians playground look for mums not a good look
Designs for children very young and don't cater for very tall children as too babyish
Johnnie Boden's voice is so pretentious middle class and so annoying.

It's £6 to where I am habibi

Just wanted to thankyou again for your help. I got a distinction for my report. Very chuffed with that as I still don't think I read the question properly, and gave birth halfway through the module. Baby brain? Pfff.

Thanks again!