Boot into Boden ? Not today.

My friend Jane wants me to stick the boot into Boden after getting a glossy catalogue in the post full of tropical swim-wear. It’s the middle of winter for hell’s sake ! Porn for the polenta classes ? You bet.

But at least they ‘re honest about it. They just want to sell us clothes while we’re stuck indoors dreaming of summer.

And boy do they want to sell us clothes. They have one of the most persistent marketing strategies I have seen outside Pizza delivery firms, hitting you several times at key points during the season until you have a stack of catalogue, each subtly different.

The one that comes out in the bleak midwinter tactfully puts its flimsy dresses towards the back and pushes the cardies up front. Later on we get a few new headline items and a re-jig of the clothes. That can’t actually cost them that much as the clothes appear to be shot in one batch, sometime last year.

Considering how annoying over-persistent campaigning can be, this is remarkably effective. Boden has become a by-word for middle class style (smugness if you’re feeling satirical) with annual profits of 22 million pounds. Michelle Obama is a fan. Hell I have been known to make the odd purchase although it makes me feel too much like a yummy mummy for comfort.

So, I won’t be sticking the boot in today. Instead I will be observing that shouting about what you do on a regular basis, mixing it up a bit to keep it fresh but essentially delivering what your customers want, seems to be a   recipe for success.

2 responses to “Boot into Boden ? Not today.

  1. I love receiving my latest copy of the Boden catalogue not because I am dying to place an order, but to flick through as the images are always so bright and cheery and it seems Boden people lead perfect lives!

    But in the real world the bright colour clashes and abstract prints of their clothes seem to look a little bizarre for everyday use. And Boden is not cheap, particularly for t’shirts which many high street brands now sell similiar looking Boden designs at a fraction of the cost.

    Being a shorty at 5ft 2″ (just!) virtually everything I have ordered, I have returned as it doesn’t fit. With one exception a magenta (pink to us) chiffon dress with matching shoes, which is an ideal wedding outfit and everyone always asks me where does it come from. I do confess that THE only reason I justify making the purchase is that both the dress and shoes were in the sale at half price and I have worn to two weddings. Boden Bargain!!

    • Thanks Melanie.
      I have heard a few whinges about Boden quality given the prices. Now let’s see if they have a social media strategy worked out to pick up on comments like this !

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