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 remember those Eufy, but wasn't it Jonty in the red cords?

I sometimes bought stuff from them back then although i much preferred the Racing Green catalogue or Warehouse By Mail

I had the lamby top. Looked nice in the brochure but in reality looked like a fleece without the warmth.

Racing Green was fabulous, was gutted when it folded, beautiful clothes

Yes. I still have some of their clothes. They were very well made.
I was particularly fond of their long sleeved t-shirt - they lasted years

The main issue I have with Boden at the moment is the dreadful patterns.

I know they've always been known for their outlandish prints, but in the past they'd always have a relatively sane-patterned or plain version of most things.

Now it's just a sea of garish florals and the dreaded "hotchpotch", and even if I like the look of a dress, you can guarantee that there won't be a single colourway that I'd be remotely interested in.

I like Mint Velvet- I was pleasantly surprised yesterday to see a model who is wearing size 10 (yes I know that's comparatively small but she looked far more average than most models) and with actual breasts!

Mint Velvet is all polyester though.

I bought Boden 20+ years ago when the dcs were little. I collected anything ‘hotchpotch’ as I lived in jeans and their tops were good quality and a bit different.
Can honestly say I’ve been disappointed with anything I’ve bought in the last few years so I’ve stopped ordering from them.

That lovely
I'd buy that

I am so sick of Johnny bombarding me that I put it straight in the recycling
Might pick it out for the lolz

@EufyProsser I love that memory 😆

@Sweepingeyelashes yes completely - women are all different shapes and sizes including slim and petite at all ages. It's just the lack of size diversity in their marketing which just doesn't sit right.

I have been over Boden for years but now it really makes me cringe. I much prefer Baukjen, Cos, Aligne or Finery.

Still miss it., got very exited when I saw a shop called Racing Green a few years later, but it was men’s suits.

I don't really think people who like Boden will like Mint velvet- one is all bright clashing colours, quirky prints and cutesy details like big buttons, broderie collars and a-line skirts, the other is more neutral shades, lots of animal print, and modern fabrics.

Not sure it's any more 'polyester' than Boden is though- viscose is the fabric of choice for both companies these days- Mint velvet do nice cotton blend jumpers and plenty jersey fabrics in cotton viscose blends much the same as Boden.

Yes, exactly the same here! Perhaps they think we will be buying for DGC?

I've recently found that M&S clothes fit me which is a surprise as they never used to. Their jeans and chinos are also about a quarter of the price of Boden.

Hahaha!

M&S has had a few nice things in recently - it feels like they're going back to basics again and starting to get (some of it) right.

Boden is never going to appeal to wearers of Cos (I never understood the love for that place, it's where creativity goes to die), two totally different aesthetics. I do wish they'd focus less on the quirky prints - I'm all for a bit of bold colour, but it has to be done carefully - and more on the classic stuff.

So much of what's on offer is interchangeable though - my DD(22) buys stuff from And Other Stories, Zara, Shein, Bershka, Primark etc which is far cheaper than some of the alternatives to Boden mentioned on here, and it's impossible to tell which shop it comes from.

It’s the price increase for me. So many dresses well over £100 and not the quality that I’m used to from them.
a shame as I was looking to replace a lot of my wardrobe that no longer fits. I would blame lockdown but let’s face it it’s my poor diet and lack of exercise.
I have no idea where to buy from or what to buy now I’m a size 20.

Jaeger at M&S. Classics in quality fabrics. Not the same quality as before M&S bought it, but still better than average.

Some quotations here for those of you without the catalogue:
"The broderie blouse: a top to do naughty things and get away with them in."
"Okay so we're still looking for Wi-Fi. Found some pretty sweet backdrops en route, though."
" Looking coy, feeling cute. (It's the smocking.)"
"Convincing your BFF that opening a yoga retreat out here is a really solid plan."
"Main character energy."

All phrases that your typical Boden wearer often comes out with whilst on holiday…

It was the 'coy' quote that had me launching the catalogue into the recycling bin. I'm 55. Haven't been coy for at leat 40 years, if ever.

WTAF...

Yes. The naughty things on the broderie anglaise blouse merely drew my attention the fact that the stylist appeared to have done buttons up wrong

I have some older Boden jersey dresses that have lasted really well, they wash and wash, but the newer stuff isn’t for me. I found a lovely jersey summer dress in Mountain Warehouse, of all places. It’s actually decent quality, (has pockets!) and the size 12 accommodates my DD’s quite comfortably.

Cos (I never understood the love for that place, it's where creativity goes to die)

I was a pattern cutter years ago. In terms of cut nowhere on the high street is as creative or as daring as Cos. I need a degree in engineering to iron some of there stuff. Some of its market seems to be those who have a level of design awareness ( architects love it). It’s much cleverer than a lot of shops.

And as an ex designer l think it’s one of the most creative brands there is.