Boden .. WTF?!?

[Giftwithpurchase]

I've just received the Boden Spring catalogue and it was bizarre reading - really cringe 'sound bites' on each page and full of extremely slim tall models who must be in their teens or early 20s max. Their instagram is also bizarre - all size 6/8 teenagers! I just don't get their marketing - why not appeal to their target audience (me, later 30s, size 12/14) .. it really doesn't inspire me to purchase anything! Any one else or am I just being picky??

I totally agree.

Yes- I also agree. Puts me off buying anything because of course it will look fab on the gorgeous models. I want to know how it will look on someone my size/ age (12/50)

Its the same online. I luckily overbought in their sales 4+ years ago, so have lots of stuff that is now actually going for more on ebay than i bought it for. Agree - Current stuff is for much younger demographic than me, for people without busts who dont want decent fibres and the lovely tweaks they used to do. I have a feeling they changed their demographic to younger people because they follow fashion more and therefore buy more.

So where to shop now?

I'm tall and slim and feel the same when I see companies use models not like mine, exclusively. So I get it. You have no idea what the clothes will look like on you. Don't bother.

Valid complaint, especially as the average 20yo probably will be shopping elsewhere. But any mention of tall, slim models usually escalates to body shaming.

I only buy basics in Boden. So what I really want is to see a forty five year old woman dressed for work or a day at the zoo.

@dreamingofsun I agree they are trying to change their demographic - it's so obvious in the marketing. The catalogue was really cringy!

Maybe they think they can get away with poorer cuts and materials with a younger audience??

I think the Instagram posts are the worst. Of course the clothes are going to look amazing - but is an 18 year old really going to wear palazzo pants from boden, I think not.

@DorritLittle exactly!

Exactly I want to see what on earth I'm supposed to be wearing to the office these days

I bought a summer shirt dress in the sale, I really wanted it, it was my ideal dress. Read reviews and they said was tight on the bust so sized up and honestly I am not that busty, but my lord it was like Spanx over my chest!! So fed up as have lots of older Boden stuff I love but have decided they are no longer made for me.

The materials have all changed too. Weird fish is my new go to but it's not good for work.

Boden must read these threads.

A few minutes ago on Instagram they have added a post featuring plus size, more mature models.

All I've seen for months are young skinny models and a few hours after this thread was added i'm suddenly seeing older, plus size women.

The video made me feel dizzy

I've bought a swimming costume (which I'll admit I love) but I'm a size 12, 32c chest so hardly big and it makes it less elegant and more racy! Any bigger on the bust and I'd be positively indecent in it.

They did the same a few years ago. Used models who looked like older teens rather than anywhere near their actual demographic. I thought it had improved since then. Other brands aren't afraid to use older models.

I put my catalogue straight into the recycling bin this morning. It's overpriced, poor quality rubbish these days.

I've often wondered why they do this. Are they appealing to yummy mummies who spend their days at the gym eating smoked salmon and parsley.

The Boden by me post that is one of their latest on Instagram has a super stylish woman in one of their swimsuits looking amazing. But in general yes the marketing feels a bit off.

Joules is a good alternative.

The Spring catalogue arrived chez nous yesterday too.

Those sound bites were absolutely hilarious. Like the sort of thing DD would come up with for a laugh in a textiles project. Brightened up a boring work from home lunch no end.

I used to love Boden and spend hundreds of pounds every season. They were stylish, unfussy and good quality. The clothes are now, almost without exception, unwearable. Expensive, brash, impractical.

And they still haven’t refunded a dress I returned five weeks ago 😡

I’ve switched to Hush, John Lewis and Hobbs now.

Same. I rarely buy from
Boden anymore and the prices are insane now. My go to shops are now Cos, Jigsaw & John Lewis

@uggmum yes I thought that too! Although probably mainly due to the comments on the previous post featuring said teenager in a swimsuit and palazzo pants 😆

@LabraDabraDoo 😆 you are spot on - it's exactly like a school project or a teen magazine .. the quote about a holiday romance?!?

I nearly started a thread with the same title when I received the Boden summer/holiday catalogue yesterday. Loads of bare midriffs, skimpy swimwear and 'girlish' sundress with smocking etc., with sky high prices. May all look lovely on a waif-like 19 year old but absolutely useless as far as I'm concerned, and I thought I was in Boden's key demographic (in my 40s, size 12-14 etc). Clearly not! And I've never met a 19 year old that shops at Boden, so just can't imagine who they are targeting any more.

You are right. No remotely cool nineteen year old would be seen dead in Boden.

When I offered to order some bits for DD (13) last summer, she replied ‘I never knew you hated me that much’ 😆

Maybe that's exactly their plan - to move to appeal to a different, younger and less discerning demographic?

I thought the demographic was Yummy Mummies, who are buying for themselves and young children and possibly their husbands.

I don't see them as appealing to teenagers.

My mother likes their clothes and she retired over 10 yrs ago

I like the odd item and the quality is good (or was when I last bought something)