There's trouble brewing in Boden World. The brand has responded to complaints of being 'too smug, expensive and out of touch with austerity Britain' by designing an 'edgy' range called Shoreditch (quite nice basics with a J Crew twist, hardly pre-Burton McQueen) and by using Helena Christensen, 43, as a model. That's cool I thought. Enough of the sickly prints already. Bring on the Jenna Lyons factor. And Christensen's healthy wholesome looks are perfect for the brand. The Fulham Mums will love it. But no.
Over on the Boden blog there's been much talk of whether Johnnie Boden is getting too big for his Chelsea boots. The majority of customers feel that the supermodel is 'too sexy and sultry and completely wrong for Boden'. The famous model has 'no concept of the lives we lead' and the clothes should be shown on everyday women who are 'not all slim and good looking'. Customers reminisce about the good old days when the catalogue was shot on real people ie Johnnie's posh mates and included pull-quotes highlighing their likes and dislikes. A friend of mine worked for Boden when it was just four people in a warehouse on a grotty industrial park in north west London - so I remember those catalogues, they were bloody awful. Amateurish and cringeworthy. People, move on.
My favourite comment is from Harriet who says, ' Forget Helena Christensen, get Kirstie Allsop on board and you might stand a chance.' Yeah, right. Get the Right Honourable Lord Hindlip's daughter involved, that's really democratic. So far, so Daily Mail.
Having seen the collection, I think this new direction is a massive improvement. I like the slicker more modern look - though there's still a lot of the old Boden prints and ruffles in there, so it's hardly a seismic style shift.
I've been eyeing up their Bistro crop trousers and sixties heels, and even contemplating Boden's take on the J Brand Houlihan (top picture). They're called Seam Detail Trousers, so as not to scare the customers. But there are some things that even Helena Christensen cannot help:
What do you think? Should Boden stay firmly in middle-England, or are they right to head to Shoreditch for inspiration?
I haven't bought from Boden for three or four seasons - too printy and mumsy. This collection has really excited me and I am seriously considering three or four items. Great change I say - even my 19 year old has spotted a couple of items! There are plenty of dull outlets to choose from x
ReplyDeleteOh god, an unpainted wall and pictures on the floor and suddenly it's Shoreditch. Could Johnnie even find Shoreditch on a map?
ReplyDeleteI had an unpleasant experience with them when I returned a dress which came out of the wash all discoloured (too much sizing to make up for the increasingly poor-quality fabrics). But to be fair I now buy most of my clothes used on eBay so I'm probably not their target market.
I have to confess that all of my Boden purchases have been from the charity shop, so thing I most appreciate is that they still look good after much washing and pre-wearing!
ReplyDeleteBoden reminds me of Laura Ashley who had a solid id and decided to change it just as ruffles and 70s prints came around for the 2nd time...then had to rapidly revert to where they were in the first place!
I don't own their pieces, but I am impressed by the photos you pulled, and would purchase the soft teal tee and rolled jeans in a minute. I like to see diversity in models as well, but HC can definitely stay on - she looks wonderfully relaxed.
ReplyDeleteI got a catalogue through the post, and admired how much less mumsy everything was, a lot easier to wear. If I saw Kirsty modelling something it would send me in the opposite direction, I like Kirsty, but she's not my sartorial role model.
ReplyDeleteWhat a breath of fresh air this blog post is. I don't really care one way or the other, but a piece on fashion that isn't a barely disguised advert? (Not that any of your blog posts are.) That has an actual opinion? Brilliant! More power to your arm!
ReplyDeletethe trouble with Boden is...it always looks like Boden.....I did once have a brilliant nightie from them about 10 years ago like a cotton slip.....all very french-ressistance-on-a-bicycle!! Definately want to check out the federation coffee....
ReplyDeleteBoden has, over the years, become synonymous with the Yummy Mummy set, and as a result I haven't bought anything from them for years. I used to buy some of my daughters' clothes from there when they were younger, but there is little of appeal to me - and on the rare occasion there is, the sizes are never available.
ReplyDeleteNope, can't see me buying from Boden in the near future, although Helena Christensen is completely gorgeous and aspirational.
Now I do like Boden. They have some well cut classic pieces and the quality of their clothing is good. But I'm definitely not in their core market as I'm a mature(!) student who is about to have a baby and therefore skint!!
ReplyDeleteI do think that they have a massive (MASSIVE) core market of women who LOVE the brand, LOVE the clothes, don't mind spending the cash and who basically live and breathe Boden - as evidenced on the now defunct Boden community.
This new catalogue seems to be a sharp move away from what their core market has come to expect. Gone is the clear, bright photography, classic clothing in a wide range of colours that suit women of all ages. Some of the photos in the new catalogue are so dark and edgy that you can't actually see what the clothes look like!
Now I like dark and edgy as much as the next person but in the right context. This is Boden FFS, not the flippin Kooples!!
The whole thing just smacks of the same crazy change of marketing strategy that Marks and Spencer fell foul of too. The number one rule of marketing....Don't alienate your core market. Durr. It's not exactly rocket science. I predict a riot (and a reduction in Mr Bodens exceptionally large bank balance)!
Rant over.
Boden= unknown to me, but I think that the last picture with the dress and the cardigan looks cute.
ReplyDeleteI am aware of the model, and although she has been " on the scene " long, she still rocks.
No complaints.
She's gorgeous and I seem to remember she did wonders for dull old Dotty P's back in the 1990s. It's one of those brands that I recoil in horror from if I come across it in a chazza, far too "yummy mummy" and safe for me. x
ReplyDeleteHelena is my all time favourite model and she looks fab in these styles. Haven't bought much Boden for myself the past few years - too many prints for my liking and the fit of many items just doesn't work. But this new line looks more to my style - athough I don't like the name 'Shoreditch' - seems to be trying too hard! But thanks for the tip-off as I'm now off to do a little online shopping!
ReplyDeleteLove the kids stuff - Boden has the best swim / surf shorts for boys, and my daughter has a whole range of its skirts.
I love wearing Houlihans and always want more so might well buy these too - question is tho' am I too old to wear them as my 16 year old daughter looks soooo good in hers?
ReplyDeletewe don't have Boden here but I know who Ms Allsop is.
ReplyDeletePeople get so attached to their brands don't they?
Thank you all for your comments.
ReplyDeletedidyoumakethat - that's very kind of you to say and much appreciated. Thank you.
Emma - thank you too. Though I'm inclined to disagree with you. I still think it's a good move, and brands have to move forward (whilst not alienating their core customers, obviously). Boden still have their signature basics - and some sleeker more modern pieces. M&S lack focus, they need to provide quality essentials, and maybe just have one fashion-forward line ie Limited Collection. At the moment there's just too much stuff, it all needs a good edit.
just made my 1st boden order, anxiously waiting to test them out. I have put the items I hav ordered on my blog - how do you rate them? have you been tempted enough to order?
ReplyDeleteElle
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AMAZING POST:)
ReplyDeleteShe is sooo beautiful and classy.
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Have a great day dear
LOVE Maria at inredningsvis.se
(sweden)
This is a stunning collection of rare photos of people.
ReplyDeleteI’m sure many of you have never seen most of these pics before.
A must-see!
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Boden will bring an entirely new audience to its collection, and about time too. I think this is a great move forwards, and anyone who doesn't aspire to look as gorgeous as Helena Christiansen does at 43 has to be nuts, jealous or both.
ReplyDeleteShe takes the clothes into a new league. Only time will tell if it works. But well done for trying.
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ReplyDelete