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??

Oh that's helpful! I've been looking at their stuff and thinking actually it looks really nice but wasn't sure about sizing/boobs

Daring or creative? Really? It's a severe aesthetic that's been around for years (usually seen hanging off the collective frames of the art and design students in the 2 cities here) - I don't think there's anything particularly creative (or bold or innovative) about it. My son has a masters in engineering - must ask him where he thinks it ranks in terms of complexity

I remember these too

One of my favourite pats times is working out how their stuff is made. There really isn’t anywhere that had the same sort of cut.

But unless you know about garment assembly you wouldn’t be aware of it. Like you said you see it ‘hanging off art students’. These people are probah more aesthetically aware than your average customer.

@ArseInTheCoOpWindow that’s really interesting. I have a real interest in the architectural structure of garments, and I do tend to prefer clothes that are properly three dimensional rather than just 2D tubes.

Out of interest, have you noticed anywhere with the same type of structural interests but for larger sizes? 20-22?

As someone who isn’t au fait with garment assembly I’m sure it’s much more complicated than their website makes their clothes look. Whether generations of art students wearing the same sort of utilitarian outfits makes it particularly bold or creative or innovative though is debatable - esp as it’s beyond the financial reach of most students, meaning there are other stores producing the same look. It’s an aesthetic that’s a common one for that tribe.

Anyway, if you love Cos and that style then great - it’s not for everyone but life would be very boring if we all liked the same thing.

@ArseInTheCoOpWindow really interesting about COS - I've always felt there's something about them which just gets it right. All the stuff I've purchased from there has lasted me year and still looks great. I often see ppl on here say it's only for tall slim types but it works for me at 5 3 & def not slim!

@SirChenjins agree about M&S - they've definitely upped their game, I find myself buying quite a bit from there atm .. & I really like Goodmove

I’m 5’ 4 and love Cos. Definitely not a design student, bog standard corporate!

Each to their own I took another look at the new arrivals on the Cos website in case I'd missed something interesting but found myself nodding off....the odd nice bit (the likes of which I'm sure I've seen in H&M or somewhere recently) but overall it's all a bit drab and depressing.

I shall now shut up about Cos.

Never bought from Boden in my life, just not my thing really. But I didn't know how dedicated their marketing was to infantilising women. Gross.

It all strikes me as a bit 'Stay cheeky, girlie girls! Lols and giggles and shimmy that little dumb girl ass for the amusement your wealthy husband's friends, giggle giggle giggle, coy coy coy I'm so pretty and unthreatening to men!'

Just pukesome, really.

Ok I am going to go against the grain of the whole thread and say that Boden have really upped their game style wise recently. They do brilliant basics and I like a bit of print sometimes if not too much. They also accessorise really nicely and even their heeled espadrilles are super comfy. I walked into M&S today and it is just so uninspiring. As most high street stores are. Just drudgy, boring, badly made crap.

Marketing email today using a size 14 model.Will it continue?

I often like the look of their shoes to be fair. I only actually have kids shoes from there though :D . Loafers and ballet flats.

I discovered boden 1 Yr ago and bought quite a bit in that time but have calmed down. I have 3 pairs of their harem joggers. 2 are unwearable now because of holes, one quite sizeable one in the bum area of a black pair. Had to get rid of a dress with a massive underarm hole 2-3 months ago. Nothing is overworn so not impressed by the quality for the prices I am paying. DD likes the dresses so mainly buy the kids stuff for her. I am currently liking hush will see how long that like affair lasts for.

I have the dress that @MrOllivander linked to, in grey, red, and a patterned version. Must be at least 10 years old. I still wear them all regularly and they still look good. No bobbling, no fading. They used to do very good basics - long sleeved jersey tops with a velvet trim on the V. I bought quite a bit from them during lockdown, and the quality and price were good. The prices are now ridiculous and the quality has really dropped off. And most of the styles are unwearable or unflattering if you have boobs.

@Nutellaspoon 3 years ago, Emily and Fin dresses were around £75 each. I would buy a couple every season. They now seem to be £100+ and the last few I've had have all split in the seams under the arms. Such a shame.

Yes the quality was amazing then, I still have older jersey tops and t-shirts which have stood the test of time

Lovely coats too

I've been after a plain black sleeveless, lined, linen shift dress for ages. Can I find one anywhere? No! Boden was my first port of call - pretty sure I would have found one there 10 years ago. There should just be a section for the timeless basics

@getupstandupsitdown - I’d love a Boden section of timeless basics!! (Auditing natural fibres and accommodation for boobs). 10 years ago I wouldn’t bought my entire wardrobe from Boden if money were no object. Now that money is less of an object, there is next to nothing I’d want to wear.

exactly I want Boden for workwear - and I have money. I have a good stock of their suits (the ponte ones) and the ottoman dresses but I look at their current offering and I just can't buy anything. at all. they keep sending me £10 off vouchers and I can't find anything to wear. I am a fashion conscious 50 year old.

Why did you resurrect this thread from June???

@DoodlesMam I am nearly 50 and am loving their new look. It’s completely different to the high street. I have some ottoman dresses too but find them so dull now.

So do I! My DC were head to toe Mini Boden children. I would struggle to find anything that I liked now, though. I had some skirts which I wore to death in the early 2000s; now, you need to be a foot taller and generally fuller of figure than I am. Plus they now have a lot of clothes made in China, which I can't abide.

Ok so I have just put the spring 2023 Boden catalogue (one of those thin pre- actual catalogue mailings) straight in the recycling. I came on here to see if anyone had an opinion on what the heck they are doing? Four six-foot, size 8 max, age about 20 models with beautiful long waists wearing Boden? This is not their target demographic surely? My DSD is 25 and wouldn’t be seen dead in their clothes. They improved last summer with slightly more realistic models but here they go again. I clothed my son in Boden until he rebelled aged about ten and love their ponte dresses for work but wtf? Boden need to wake up to their actual target market (yes I work in marketing) and take a look at Seasalt perhaps ? Anyway : binned.