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

Same. The front cover shot was very odd too, almost porny.

Also they still send me mini-Boden catalogues. I admit I was somewhat under the mini-Boden spell around 2002-11, but it's probably a decade since I bought anything for the dc, all of whom have now left school.

The old stuff is good and does last. I still have some old Boden.

It's like finding St Michael M&S clothes from the 90s/00s - it's only when you realise how substantial/lined/well-cut the old staples used to be that you realise how much has changed. Alas.

Do please tell me the captions, or I will be forced to request a catalogue.

I agree! I recently returned everything in a big shop. The fabric was thin, the spots on a spotty dress looked like they would wash off. The cashmere is not as nice as it used to be. And the prices are ridiculous.

Totally agree, my catalogue also went straight in the recycling bill.

*bin

Makes you wonder If anyone from Boden has read this thread because I just checked Their Instagram and their very latest posts have more ‘realistic’ models including a ‘boden on me’ customer style post

Let’s hope their next catalogue is a bit better thought out for their target demographic.

Boden has really lost its way I feel. I used to love it but it’s now over priced artificial fibre stuff which makes 0 provision for a bust. I’ve moved to selective M&S, Mistral, Cos, BAM, Thought and Sosandar.

The models in the brochure are genuinely beautiful, there’s definitely a Penelope Cruz in captain Corelli vibe to it. But I think overall it’s more disheartening rather than aspirational for me, as I would look awful in most of those things.

As an ex-Bodenophile, might I recommend Woolovers? Despite the name, they don't just do wool but it's all natural fibres and, although they're not cheap, almost everything I've bought from them has been good quality and lasted well (the one item that wasn't great, was swiftly refunded). Their models are slim, but not unrealistically so, and probably in their 30s or older. I love their stuff (and I promise I don't work for them!).

I just had a look at Woolovers. Some of it I like and is reminiscent of 2012 Boden, but a lot of it reminds me of those Edinburgh Woollen Mill type shops with a 70+ target audience. It gives the impression that everything would be cut to fit a 5ft2 height and be elasticated,

I presume it’s not like that in person? What’s the sizing like? And is it also a “find a discount” code type place, or genuine pricing?

“everything would be cut to fit a 5ft2 height and be elasticated “- I’m in 😁

I used to buy loads from there especially in the 00s but I was younger

The stuff was fantastic especially the shoes, boots and coats

I still have old tops that definitely last

Wool over do weird sizing so no 10, 12 etc

I'm not 8-10 but not 12-14 either itms

I'm not fond of woolovers. I've only used them for knitwear but everything I've bought has gone bobbly and/or shrunk. I realise it is poor care by me but other brands have survived my bad housekeeping better.

Oh me too! 😆

Boden has really cornered the petite market though. The range is absolutely huge compared to anywhere else, high street or online. Maybe with the exception of Next, which I don’t rate. That’s why I buy so much of it. I accept that it’s overpriced but it does for me, by and large (5 foot 1, size 12, small boobs, apple shape).

Me too!

Their spelling is pretty teenage too. 😂

"...skin bearing sleeves"! I think they mean skin baring sleeves unless their skin's falling off.

Their 14R fits me like a glove but I only buy bl

Sorry, buy neutral, practical basics. The stuff they are marketing in the brochure is just completely removed from my life and anyone else's I know.

I didn't bother to open it OP, I had no expectation it would be of interest. I used to move their bretons but they've got very poor quality (yet still pricey) of late. I'd often order something else at the same time but I don't bother ordering anything now. I pick up boden bretons on ebay now - at least that way the price matches the quality.

Interesting about Woolovers, I'll definitely take a look.