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 B
oden, for reviewing your marketing efforts, looking at alternative distribution channels and delivering what your customers want. Genius!
February 3rd, 2010 at 8:16 pm
Well done Boden …. I’m the same as Jane – one too many items have arrived, been tried and taken back. Let me know when the next party is on … I’ll be there!
Maybe Boden can cut down on the amount of catalogues they send out … I haven’t bought anything except children’s clothes for about 4 years, but still receive about 10 catalogues for the adults EVERY season! They have even asked me if I still want them and I say no … maybe another marketing lesson is to LISTEN to your customers?
February 4th, 2010 at 10:24 am
Good point Adi – I’ve often thought a simple postcard reminder would be enough in between full catalogues – one or two a year is more than enough in my book. But don’t get me started on wasteful printing (telephone directories????)
February 5th, 2010 at 6:35 pm
I have a friend who once received a leather bound Boden catalogue, (well maybe not real leather but it was clearly the gold star account !)
I had not heard of Boden clothes parties but it clearly addresses some of the comments people have been making about their clothes. The colour and even texture of the item is often not what you expect at all. They do have great customer service though, very quick to pay your postage or send you vouchers if things go wrong.
On the whole I think they are still ’ship’ although I now tend to buy understated items so people don’t automatically know where they are from.
February 5th, 2010 at 6:57 pm
Yes, I feel cheated when someone asks “is that Boden?”. Although I like their clothes, I don’t want to look like a “Boden mummy”. The secret is to mix and match with Tu at Sainsburys and George at Asda.