What’s going on with Boden?

[Farawayfromhere]

HUUUUGE sale that has gone on for weeks and weeks. Very little new stock. Reminds me of recent events at Joules… Does anyone know what’s happening?

To be fair frills and flounces are a contagion everywhere. I returned a Fatface blouse earlier this week which was perfect in every other respect - fit, sleeve length, fabric, pattern, neckline - because of gratuitous frills on the sleeves. I have no idea what the designers intend, but this is how frills make me feel.

Id pay good money for basic staples/flattering cuts done in gorgeous colours/updated patterns (that don't all look the same) in natural fibers that will wear well, wash well, and last. All these brands seem to start out this way and then inevitably descend into garishness with trash quality and fabrics. I don't mind paying 85-100 quid for a dress if I KNOW it will fit, flatter, and last. Leave the gimmicks to PLT, Shein, and the rest of them.

I do think that clothing retailers are in a difficult place because the costs of producing and delivering clothing must have increased a lot (particularly with the hike in energy, fuel, raw material costs etc).

They probably need to charge a lot more to make the same profit, but since salaries haven't increased at the same rate, there is only so much that people will pay. Most adults don't actually need more clothes, they are just a 'nice to have' that people will cut back on if they are too expensive.

What we're seeing instead is a year on year decrease in quality as they cut corners to make savings. I've noticed that it's really difficult to find depresses with a lining these days - even at the higher end of the high street! Everything is thin, cheap fabrics and cheap cuts.

The retailers will suffer ultimately as they will be left with loads of stuff that nobody wants. Perhaps they days of high consumption are coming to an end.

@TelevisionIcon, yes, the decline of good fabric is the most noticeable change at Boden over the past few years. I can't believe they're offering knitwear that only has a few percent wool and costs the same as what the high-quality knitwear cost only three or four years ago! Items made mostly of high-quality yarn (wool or cashmere) cost well over £100 and this year any were over £200!! Who is buying them??

Hahaha yes. STOP WITH THE FRILLS

I have bought a few plain things reduced in the last year and quality of these seems okay but have had some weird things arrive which just looked hideous on. Agree with what others say that there doesn't seem a clear style direction. I'd like if it was flattering mum chic, tiny bit French 😂 I bought some cropped flare jeans before Xmas but sadly had to return as the waist was really small.

Have just looked through the kids new season. At least 80% of it has either:

frills
puff sleeves
is cropped
has a giant ugly picture on something that would otherwise be nice
looks cheap

I agree with what a PP said about boys joggers. Used to be my go to for leggings, joggers, fleeces and coats. So much gorgeous stuff that we passed on still in good condition after being worn by our kids.

I think ironically they have changed to become much more like primark/shien/asos at a time when people are being much more careful about buying fewer, but better quality things. Their original customers will pay their prices for good quality things.

But those that will pay for it are unlikely to be the people they currently seem to be targeting, who are more likely to buy from ASOS or other cheap mass retailers.

Unless they can regain their core customers I can’t see them surviving.

@Chatrattoria For underwear, my eldest likes the cotton knickers from Hannah Anderson. Their sizing is good and she particularly likes their boy short style.

They have lots of grey. I have bought some of it!

My coat from 2015 is still nice, I haven't worn it much

My cotton jersey top from 2010 never bobbled but the colour faded. I still have the odd top in my drawer, nice thick cotton

@HobnobsChoice , she's the 'plus size model', I think.

She's the one in the green dress here

She's probably a normal size wearing garments that only look nice on skinny slightwomen.

Thanks so much @Aintnosupermum I will have a look. I’ve never heard of them so great tip.

They always have a long and massive sale. I agree the quality v price is ridiculous. I still get some bits from there but never at full price.

Interesting that everyone is finding the colours more jarring in Boden. For years I couldn't buy much there as have middle Eastern colouring and it wasn't geared up to more olive tones. There was a sweet spot a few years ago where there started to be a better selection for non-caucasian skins. And sounds like it has gone too far the other way. But it is the quality that is the bigger issue for me. Why pay a small fortune when you can get the same/better elsewhere? I want good quality clothes so I am not buying them all the time!

I don't like that green dress, it's too fussy

I had a beautiful jade green dress , may have been called Ottoman

It was thick cotton/modal jersey with a button detail and just above knee with elbow length sleeves. Circa 2013

For those wanting the older style classic Biden Ponte work dress, got this recently , but in long length so it’s not mini on me.

www.boden.co.uk/en-gb/jersey-mini-shift-dress-navy/sty-d0322-nav

Quality has been on the slide for some time now, because that's the way to cut costs and increase profits. But, if no-one is buying, them there won't be any profits.

They lost sight of their core customers a while ago, choosing instead to pander to the influencers and instagrammers like Erica Davies et al. They also chose to try to compete with fast fashion which resulted in lower quality and more styles. I do wish brands would realise that new product drops once a fortnight are completely unnecessary and unsustainable. In fact, these practises are why so many brands are in trouble. (I had an email recently from RIXO stating they would no longer be doing this, so am hopefully others similarly priced brands will follow suit).

I think it's a combination of the above along with many of their design and product team leaving, particularly at director level, that has created this current polyester mess.

Am not hopeful the quality will ever return, particularly with regards to their cashmere and tailoring. But, who knows. Maybe they have learnt that their original core market is the one they should be focusing on, and will be focusing on.

🤷🏻‍♀️

Ah yes, I see their notes say she is a size 14. She looks so fed up in that dress. To be fair if I was dressed as if I was about to do the cancan I'd look annoyed too. It's just so fussy!

Heavens to Betsy, what IS that poor model wearing?

It looks like a frilly toilet-roll cover.

Here she is again.
Scroll through the photos to see the same dress on a skinny flat-chested model.

She's pretty and has a decent figure but the clothes do nothing for her.

It's not flattering dress on that model. The same model was recently posted in style and beauty in a similar unflattering dress.

Serious design issues: fussy and frumpy combined, dull patterns with shirring and ballon sleeves - all on the same top. Endless recycling of tired cottage-core dresses. Poor, cheap fabrics with premium prices. No Boden, I will not spend £100 on a polyester top!
Poor pattern/product design is my major gripe though.... ok, so a shirt in size 12 has, for example, a 12 inch collar, which in Bodenland means that the size 18 has.... an 18 inch collar. Problem being that actual humans, even if they put on weight, don't get fat necks. And if they do, it's only by one or two inches. My 6 foot 7 husband doesn't even take an 18 inch collar and he's a bloody giant!
Similarly, the body length of shirts and tops increases as the sizes go up... problem being that when I put on a stone, I didn't get taller....
Anyway thanks for listening.
I don't think Boden are in financial trouble like Joules, but they have waaayyyy overstocked and have far too many lines.

About 10 years ago Boden briefly did some of their tops with a long length option. Only lasted a couple of seasons. My height is all in my torso, and I loved that option. Along with quality, cut and styling, I guess it didn't make enough money to pay its way.