It really must be a slow news day in the U.K. today. For some reason the press has decided to have a go at Boden. Claims of it being too expensive, out of touch with the current level of austerity, smugness and other such things, have been made by The Daily Telegraph and The Daily Mail. For the U.S. readers both these newspapers are right wing, Conservative leaning papers who try to appeal to the British middle class, Tory voting stereotype. I find The Daily Mail to be a really quite overtly right wing rag that often peddles far nastier, polarizing articles than today’s Boden bashing.
Having read both these articles I have found they are both representative of incredibly poor, sloppy journalism, probably written by graduates of journalism courses with crap A’ levels. Yes I’m pissed – ‘mad’ for you Brits out there (Sorry for the US/UK English mashup!).
1. The online version of the Daily Telegraph’s article has a whopping spelling error in their poll – all credibility lost after that I’m afraid.
2. Neither article mentions the fact that no true Boden fan ever buys at full price – the sticker prices are inflated so that Boden can continue to lure and incent customers with great offers and deals. There’s practically a new code every week and fans know where to find them.
3. Mumsnet is a dreadful source of information – who goes to a forum designed for bitching and moaning? They’ve always had it in for Boden and most visitors are probably the ‘mums who have given up brigade’. Get a grip. If any reporting was fair the reporters would also have acknowledged the Boden Community members who are fanatical about Boden and wait with baited breath for sales to start and new seasons to be released. Where are the quotes from BC, not to mention the active Facebook fan page, Daily Mail and Daily Telegraph?
Yes I’m mad and have flown to the defense of my beloved brand. I for one will continue to enjoy my Boden and wear it with pride and smugness – well why not if it looks good!? If anything I am more irritated by the poor journalism than the actual subject matter, and to think I used to miss the British press.
Poppy's Style 
Well, “on the hole they are very good.” Funny. I find that many things I’ve liked over the years have been bashed in one way or another–Buffy, The Gap, Sting, Coldplay… all for being too mainstream. I’ve always disliked when people try to tell me what to like so I can fit into the cool crowd.
I think you should become a Boden advocate… and get ridiculous discounts. That’ll show ’em.
I really hate sloppy journalism – it’s obviously a page filler but so biased – I assure you every staffer at the DM and DT will have a piece of Boden in their closet:)
I couldn’t agree more Joanna. Hopefully all publicity is good publicity !
Indeed – we know best!
Awesome response. 🙂 I saw your brief mention of it on FB, then at the Boden FB page, and then I read the article. Yipes!
Fortunately, the vast VAST majority of my blog readers (US/Canada mainly, but some UK and European) love Boden and think they are a company that makes a good product that is unique and will last a long time. It is a bit expensive, but that is why I encourage everyone to seek out sales or coupons UNLESS an item is super hot (like the spring trench in buttercup–but even that I got with 15% off).
Anyhow, I finally FINALLY did my Boden Weekly Review Roundup today, and featured two of your most recent outfit posts featuring Boden, the one with the long sleeve breton and adorable J. Crew green shorts, and the one with the easygoing tunic.
http://mysuperfluities.blogspot.com/2012/03/boden-weekly-review-roundup-accessories.html
Thanks for sticking up for a great company!
Thanks so much and SO happy that Gus has arrived!! You must buy him some Boden:)
Mumsnet is a fantastic website, full of useful information. Yes, they do take the piss out of Boden a bit but Boden is also often referred to by people sneering at Mumsnet as the “Mumsnet uniform” so I find your comments a bit odd overall. Have you looked at much of the site?
I find Boden do somethings well but I agree the quality is not what it was and only the merino knitwear is worth looking at. After making a preview order the other day, I was in local supermarket and was embarrassed to realise there were plenty of kids clothes there of just as good quality and equally as nice and in this particular place, I have no reason to believe the standard of treatment of the manufacturer’s workforce would be any better than Boden suppliers (and if I want guarantees I should stick with brands such as Brora).
You’re right Helen – I was a little reactive but I was so frustrated by how one sided the articles were, and I’m sure there are plenty of users of Mumsnet who love Boden too – horses for courses right? Unfortunately/fortunately for Boden they have such a strong brand identity that it can be used negatively for stereotypes – even I always laugh at Catherine Tate’s Aga Saga Woman – she always personifies Boden for me. Unfortunately here in the U.S. I have yet to find clothes for the children and me that I love as much as Boden and that offer unique designs, great quality and value. Don’t get me wrong – I love H&M etc. too but the quality is nowhere near that of Boden’s so you get what you pay for. Plus the customer service with Boden is second to none – I find it a fabulous Brand experience throughout the purchase cycle. Thanks for taking the time to read and comment:)
Well said will no spelling errors!!
You wouldn’t believe how many times I checked – one of the curses of pointing out a whopping error is that you have to be open to scrutiny too!
I have just commented on your facebook post and then i saw these comments here.
On the whole i agree with, although as has been stated by someone else here in the u.k other brands are quickly catching Boden up and are doing so for half the price.
I still like to buy Boden for my girls though as i like them to look like little girls and not wear the same as everyone else.
As my fb comment said though i find your Mumsnet comments very offensive and you lost me from your arguement here. You are making sweeping generalisations about a website you have obviously not used properly and the people who use it.
I’m sorry you find it offensive Emma but I have not had an overly positive experience with Mumsnet, or BC for that matter but I do wish some of their quotes regarding the clothes had been used to show the other side of the story. I have seen many comments on Mumsnet negatively stereotyping Boden wearers. As for the ‘mums who have given up brigade’ I was paraphrasing a quote from the DT article. One of the joys of blogging is that I can be as opinionated as I want – thankfully I’m not the press so it’s unlikely I will sway public opinion. Thanks for taking the time to read my post and comment!
I love Boden Clothes and always will but they are becoming rather expensive but how right you are no self respecting Boden addict ever buys their clothes at full price there are always discounts.
Sadly though their community has been taken over by one rather unpleasant person who has an answer for everything, has been everywhere and is a victim to every unpleasantness known to man as well as being a pillar of the community at large. I left as it was getting to the seriously unpleasant and bitchy stage that I have seen also in Mumsnet. All very sad and not really doing Boden a whole lot of good.
There are some lovely clothes out there but Boden still has a bit of an edge for me.
Well bravo for standing up for what you believe in, nothing wrong with that and yes, the Daily Mail is best avoided. They are probably cross they cannot afford Boden, not that Boden is really that expensive! Yes some things seem a tad too pricey but many are affordable. Not to mention the discount codes! I have never come across a brand that offers these as often:)
Boden is a mid to high price High street brand smilar in price range to the likes of French Connection, Joules, Kew et al. Let’s not forget there are even more pricey High street chain’s- LK Bennett and Karen Millen readily come to mind- but I don’t see anyone having a go at them.
Anyway, on the whole I like Boden though I I tend to fall in and out of love with all those patterns. Only in small doses I say:)
Still, their cardi’s last ages and are usually well made and I really like their dresses.
At the end of the day if people are mad at prices being charged, move on and find what suits your pocket! Simply pop round to Primark, Peacocks, New Look and co.
PS: Mumsnet is simply too grim for words; a mass of human misery stuffed into one forum. No thanks.
Thanks for commenting DeeDee and I agree with all your points, very well made! Your Mumsnet comment made me giggle though I shall leave it with you in case I offend again:)
I’m with Anne! Ridiculous discounts are always nice!!!!
p.s. I love the brand and your piece is fantastic!
Thank you!!
Nice to see such passion for a brand, and good on you for writing your thoughts up!
Thank you!! I always see lots of Boden when I’m back in Bolton and Bury and many of us don’t conform to the Boden stereotype lol! I look great in a tunic eating a Ye Olde Pasty shop pasty:)
great now im craving one of those pasties, have to walk past that shop and resist every morning!
Poppy,
Thank you for your support. We are feeling quite bewildered too. I am feeling far from smug at the moment and it cheered us up a lot. We really appreciate it. With thanks from everyone at Boden.
Johnnie
Dear Johnnie,
thank you so much for taking the time to read and reply to my post. My aggravation with the press continued over the weekend as the story was rehashed. As a marketer and fashion lover I am really confused as to why the press think a clothing brand should be responsible for easing the ‘fiscal burden’ of the UK consumer. I certainly wish they had done a more thorough job of researching their story and spoken to people like myself who love the quality, uniqueness, and value of all your clothes.
Your avid Boden supporter,
Joanna (Poppy’s Style)
Dear Johnnie
Yes how good of you to support Joanna – I hope you have taken onboard the comments about your community too. Your clothes are no more expensive than Jules, Crew and other niche brands and the quality of some of your garments is exceptional, I have two little people who wear and wear their mini boden and it washes and looks terrific. I for one remain a fan even though it is from a distance now. Well done and don’t get down, just sort out your community your clothes are fab.
Harriet
Lol Harriet – there are a few people on the community that I liked to clip ’round the ear hole:) It used to be a fabulous place but put a bunch of women in one place – virtual or otherwise and you’ll always get some strong opinions expressed! I stick with FB and Twitter these days.
I like Mumsnet. I also like (mini) Boden (their grownup stuff really doesn’t appeal tbh). I never pay full price because I buy 2nd hand on ebay, the quality seems to make it worthwhile. You’re right that they offer loads of discounts but the fact that their ticket prices are high but ‘insiders’ get discounts does seem a bit smug to me.
It would be nice if more of their stuff was made in the UK and they supported British manufacturing – this seemed to be one point made in the articles. With Mary Portas’ new show highlighting this area it would be nice if companies that like to portray a ‘right on’ image were to walk the walk as well as talking the talk though I don’t really know how their output breaks down here.
And a final response to the point made in the article (about austerity Britain etc) – I showed my mum my latest catalogue and she was as taken as I am with their beautiful kids’ stuff. She has a new granddaughter (my new niece :)) and was delighted with the dresses – but flicked through and said ‘to be honest darling if I could get some nice fabric I could make these myself for next to nothing’. If the renewed interest in crafting continues maybe Boden should look to their laurels!
Hi Emma – thanks for reading and commenting!
I will say that I don’t believe you have to be an ‘insider’ to receive codes. Even before I signed up for the emails and liked the FB page etc. I used to receive Boden catalogs with codes on them. In fact I went to BodenUSA.com today and many items have automatically been reduced by 15% for an Easter promotion without needing a code. In my opinion everyone has access to the same reduced pricing and it is down to the individual if they want to wait for a valid code or buy at full price.
As for manufacturing in Britain I understand your point but only think that will increase costs and therefore pricing. I believe that most of the design takes place in the UK and many fabrics such as the tweed are manufactured in the UK.
I’ve seen quite a few people copy the applique tees and even some of the knitted dresses – now if I could use any kind of needle I’d be giving it a go too – but as for now it’s far easier to hit the ‘order’ button:)
p.s. congratulations on the new niece!! I have one too and her first gift from Auntie Jo was a Boden dress:)
You’re right that the discounts are available to all but personally I’d prefer low ticket prices to a constant round of rather random offers. It reminds me of Vertbaudet (French company who also do quirky, different kids stuff though they are quite cheap and not such good quality as Boden) who are constantly bombarding me with offers. I like to get Boden updates occasionally so don’t want to unsubscribe but I seem to get daily emails from them
touting their latest offers and it’s verging on spam – which makes them seem desperate.
Overall I think they are good guys but there’s always room for improvement!
I absolutely love Boden because their clothes are so well made they last forever! When I divide the price by the number of times my clothes get worn, season after season, and multiply it by the outstanding customer service, Boden prices definitely add up for me! On the other hand, other brands (I won’t say which, but cow heads… Really??) have charged me the same price for clothes that hardly last a season.
As a Boden lover I find it outrageous that the press should criticise Boden purely for the prices and marketing strategies. It’s simple – don’t like it, don’t buy it. I, however, will continue to shop there.