Boden has a stroke of genius

Last night I went to a Boden clothes party. This is something new. Boden have been selling clothes via their colourful, quirky catalogue for almost 20 years, and in 1999 introduced a user-friendly website so you can buy online.  They even have the odd shop (well two actually).  But generally it’s hard for most of us to see and feel the clothes before buying them. 

So the prospect of seeing them “in person” before buying them was very attractive, and the fact I could do so at a friend’s house with a glass of wine – even better!  This is why I think it’s a stroke of genius on Boden’s part… I used to buy a couple of items a year, but stopped buying clothes from the catalogue about 3 seasons ago.  I would get all excited waiting for an item to arrive that looked fabulous in the catalogue, only to find it too big on the waist, too long, the wrong shape for me etc.  That sense of disappointment happened once too often, and my Boden shopping habit stopped.  But since then, I’ve noticed friends wearing lovely clothes that I’d overlooked in the catalogue, and on asking have been told “Oh, it’s Boden”.

So when I got the invitation, I was delighted. I could try on 20 items if I wanted, until I found the perfect one. And I did. Boden sold 4 items last night that they would never have done, no matter how many attractive catalogues and email offers they sent through. And I wasn’t the only one – cheque books and credit cards were out all round.

Well done Boden, for reviewing your marketing efforts, looking at alternative distribution channels and delivering what your customers want. Genius!