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Original poster

Boden .. WTF?!?

165 replies

Giftwithpurchase · 28/04/2022 18:29

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??

OP posts:
IbizaToTheNorfolkBroads · 29/04/2022 19:25

DarlingCoffee · 29/04/2022 07:13

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

And, randomly, Sainsbury’s

ChocBloc · 29/04/2022 19:28

Bought 2 tops for work they all looked suitable for work but noo one has shiny metallic flowers on. The other looks like it's a kath kidson handbag in real life.

PrincessRamone · 29/04/2022 19:32

They are getting worse. I think they are now falsely priced - i.e. priced to take into account how often they do 25% off, so you feel like you are getting a bargain.

And I agree. most of their clothes don’t allow for boobs. I am an 18-20 anywhere else and I often can’t even get into a Boden 22 top.

ChocBloc · 29/04/2022 19:33

PrincessRamone · 29/04/2022 19:32

They are getting worse. I think they are now falsely priced - i.e. priced to take into account how often they do 25% off, so you feel like you are getting a bargain.

And I agree. most of their clothes don’t allow for boobs. I am an 18-20 anywhere else and I often can’t even get into a Boden 22 top.

Even with the discount I felt one of these was spectacularly overpriced. Then realised they had dispatched them in 3 different parcels each with a return label..

MsTSwift · 29/04/2022 19:34

I have a 5 ft 8 beautiful tall slim 14 year old Dd yes everything looks amazing on her - no shit!

ArseInTheCoOpWindow · 29/04/2022 19:35

I have that catalogue. It looks like someone just dumped all the different pieces of a dress into a box, pulled out any random bits and sewed them together.

Way too many mixy matchy bits in the dresses.

SarahShorty · 29/04/2022 19:42

You think Boden is bizarre, check out brownsfashion.com 😳

Lookingoutside · 30/04/2022 01:32

Boden have always been bizarre. I used to think the some of the prints on the women’s clothes were designed to amuse/soothe small children. Guess not!

PrincessRamone · 30/04/2022 08:29

Lookingoutside · 30/04/2022 01:32

Boden have always been bizarre. I used to think the some of the prints on the women’s clothes were designed to amuse/soothe small children. Guess not!

I really like a lot of the prints.

IbizaToTheNorfolkBroads · 30/04/2022 10:51

Ah Boden, once somewhere I aspired to buy all my clothes from…. And the DC’s. Good quality, well cut, decent basics, natural fibres, lasted for ages.

Now - nothing appeals. Admittedly, the dc are teens now and would rather wear joggers and football shirts, but I still want what I wanted 10+ years ago, albeit a size bigger. I’d love them to bring back the long length top option they did in a few styles briefly a few years ago.

JinglingHellsBells · 30/04/2022 10:58

I used to buy masses of Boden, all basics, like jeans and smarter trousers as they fit. And the odd dress.

But recently all the patterns are garish, dresses sleeveless or just too low cut, and the prices!

I think lots of us feel the same because anything that is NOT garish or reasonably priced, sells out fast.

I get very frustrated with them as there are styles I like , but ghastly colours or patterns, and vice versa. Tops and knitwear are silly prices.

DorritLittle · 30/04/2022 12:52

I have just leafed through the Summer Time catalogue and agree they have lost the plot. In a slightly offensive way.

  1. For the silly girl captions.
  2. For all the Kate Middleton high necklines.
  3. For the swimsuit designs aimed at size six teens.
  4. For the ridiculous patterns.
  5. For implying that anyone would or should wear (awful) palazzo pants which are too long for them in the sea.
DorritLittle · 30/04/2022 12:52

I say this as someone with lots of Boden in my wardrobe.

onemouseplace · 30/04/2022 12:58

PrincessRamone · 29/04/2022 19:32

They are getting worse. I think they are now falsely priced - i.e. priced to take into account how often they do 25% off, so you feel like you are getting a bargain.

And I agree. most of their clothes don’t allow for boobs. I am an 18-20 anywhere else and I often can’t even get into a Boden 22 top.

Agree on the boobs thing. I'm a 16 anywhere else because of my boobs but I checked the Boden sizing and apparently I am a 20 there. Sod that.

VanCleefArpels · 30/04/2022 13:04

Midlifechic (blog, not insta) does a regular Boden edit so you can see the stuff on a size 12 50 something. Much better!

avocadotofu · 30/04/2022 13:20

Oh my gosh I thought I was the only one. There clothes are truly dreadful except for their basics. They used to be where I primarily bought my clothes but I can't imagine who would wear their clothes now! I still buy their kids clothes and stuff for my husband. I've not really found a replacement for me yet 😢

Lookingoutside · 30/04/2022 13:39

Is it Boden who was owned by that Johnny guy?

OooPourUsACupLove · 30/04/2022 13:56

I'm finding Roman Originals are a good replacement for the casual.work dress section of my wardrobe that used to be filled by Boden. The fabrics aren't as nice, mostly man made, but hard wearing and easy care so as long as I stay away from tight fitting the fabrics are fine.

ArabeI · 30/04/2022 13:57

Lookingoutside · 30/04/2022 13:39

Is it Boden who was owned by that Johnny guy?

Yes. There used to be a recorded message from him playing while you were in one of their call queues. I don't know if that still happens.

Remember the JohnnieB range for teens, possibly up to 16. That didn't last long.

I hardly buy anything from there now, I had to send some things back last year and kept some basic jersey tops. I did like their ballerina scoop back tops but they don't do this anymore. They do occasionally have interesting knitwear, but I know from experience that it doesn't wash well, and I could buy something better, and non acrylic, from somewhere else for the same price.

JinglingHellsBells · 30/04/2022 14:10

Everything is incongruous.

In summer, I want a lower neck than winter. I don't want a summer dress with no sleeves but has a high neck.

As an older person I want some sort of sleeve, even a small tiny one.

I also don't want huge patterns that wear me, rather than me wearing them.

I'm not willing to pay the best part of £50 for a T shirt, even if it does have a ruffle on it, or some twee embroidery, or some other naff embellishment.

And I don't want a 'voop' neck, or any other silly name for a basic T.

ChocBloc · 30/04/2022 14:45

OooPourUsACupLove · 30/04/2022 13:56

I'm finding Roman Originals are a good replacement for the casual.work dress section of my wardrobe that used to be filled by Boden. The fabrics aren't as nice, mostly man made, but hard wearing and easy care so as long as I stay away from tight fitting the fabrics are fine.

Good to know thanks! I've seen a few things from them pop up as ads

Tenpintonpin · 30/04/2022 15:58

NeverDropYourMooncup · 29/04/2022 17:43

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

I did wonder if they are trying to target a different demographic, but they are going to have to reconsider their prices and styling (not to mention the daft catalogue captions) if they want to attract a younger crowd.

Alwayspaintyournails · 30/04/2022 16:06

VanCleefArpels · 30/04/2022 13:04

Midlifechic (blog, not insta) does a regular Boden edit so you can see the stuff on a size 12 50 something. Much better!

I always forget her blog… the insta is updated so I frequently these day.

The catalogue dropped through the door yesterday and I did comment to DH that the let’s head to the yacht vibe was missing general Boden crowd.

EufyProsser · 30/04/2022 16:19

I found an old Aertex Boden shirt in a bag recently: cornflower blue, floppy collar and longish sleeves, 'Brideshead cricket XI' style fit, excellent material. It's perfect. It's 20+ yrs old.

SirChenjins · 30/04/2022 16:27

I don’t know who the hell they’re targeting it at but I imagine it’s a younger demographic as I really can’t remember the last time I was at all bothered about cocktail waiters coming to me (p7) or the WiFi (multiple pages) whilst on holiday.
The models look a lot younger and there’s far more flesh on show than the usual summer catalogues, plus the random layout of the products is really irritating. It’s most odd.