Boden's Clever Content
If you struggle to find your sartorial sweet spot between the high-cost, trend-hungry end of the high street (Whistles) and the too young, too short, not-made-for-boobs (Zara, TopShop), then you may have been paying attention to Boden's recent smoothly-does-it creep up the fashion ladder.
The weekend papers were full of Johnnie Boden's suddenly-cool clothes. I've seen this image in at least three premium fashion magazines over the last couple of weeks:
Based on the direct marketing, catalogue selling model, they were early in catching on to the fact that middle youth women (ahem, 30+) are, for the most part, too busy to shop, and - for the most part - hate shopping.
And they've always had good content. Even back in the day of jersey dresses and comfortable, school-run ballet flats, they allowed their models to have a personality, a good while before the rise of the Influencer or guest blogger.
They allowed the lowliest model a voice. Like here, in this 2013 catalogue. Camile tells us her greatest extravagance is a leopard print lead for her cat. Cute. And she's half falling down a wall with one shoe falling off, which is something I can relate too. (That's a vodka and tonic hidden behind her back, isn't it?)
Since the success of Boden's global expansion , the conversation with their customer has got stronger and stronger. They are really nailing it at every touchpoint.
The website does seem heavily inspired by JCrew's but it doesn't matter - it's so cute and clever it makes me want to buy the lot. Plus, the clothes don't come with JCrew's excessive UK price point.
If you'd rather eats your A.P.C. T-shirt than wear Boden's stripy tops and animal-print flats, then I'm not sure this site will necessarily drag you away from Liberty, but if you like Boden a little bit (and an awful lot of us do), then with all this clever consumer messaging (and favourble PR), you'll like them even more.
And - unlike JCrew - their bloggers don't make me feel like I'm continually underachieving. (Yes, I'm really that susceptible to peer pressure but I'm not the only one.)