Boden Presentation FBUY2102

Ruby Bryant

CONTENTS PAGE

Boden Introduction

Target customer & Market Positioning

Chosen fabric with justification

Trend research & mood board

Swot & Comp Shop

2 Fabrics & end use

Textile testing comparison tables

Range, Costing Sheet & Critical path

Care label

Fabric recommendations

Founded in 1991

Focus on family values

Attention to detail

Turnover fell 20% to £177.2m (2022: £220.3m) (Boden, 2024)

Sales fell in first half of 2023, reflecting changes made to womenswear range planning

‘Boden isnt about fas fashion and fads’ (Boden, 2025)

During 2023, 0.7m customers bought from the company7% less than 2022 (Boden, 2024)

(Boden, 2025)

Emma Newman

SOCIAL MEDIA

Limited social media usage

BRAND INTERESTS

FASHION INTERESTS

Wants a bit of fashion but is not obsessed with it. Values quality and timelessness over trends.

DEMOGRAPHIC

Age, Gender and Education.

Female

36 years old education?

Income and Occupation.

Marketing executive at fashionb brand

£60000

Family, Life Stage and Socio Economic Status.

Middle class

Lives with husband and children

GEOGRAPHIC

Location.

rural countryside area

mortgage on house

PSYCHOGRAPHIC

Personality Characteristics.

Introvert

Spontaneous

Lifestyle and Interests.

BEHAVIOURAL

Enjoys spending time with family in store shopper- feel garment quality avoid impulse buying

considered fashion items easily style timeless pieces favours quality of garments likes colour and fun in garments

Boden’s core customer tends to be women over 30 with a household income of more than £70,000, “who want a bit of fashion but are not obsessed with it and above all value quality and reliability” (Boden, 2024)

‘An aspirational lifestyle brand, Boden has become synonymous with middleclass England’ (Retail Navigator, 2025)

“We’ve got 1.5 million customers now so a broad spectrum. They are united in liking colour and fun, we like merging fun with style” (Boden, 2025)

“Boden primarily targets women aged 25-44 years old who appreciate high quality clothing and have a fashion conscious mindset. These women typically have developed their own sense of style and are not solely driven by trends”

Boden Market Positioning

Boden - 1.3m vivits

1. Marks & Spencers - 30.1m monthly visits

2. Next - 30.3m

3. Crew Clothing - 1.2m

4. Joules - 842.8k

5. Landsend - 976.9k 6. Bodenusa - 1.4m

ASOS - 54.3m 8. Hobbs - 1.1m

White Stuff- 1.8m

Laredoute - 3.9m

Strengths Weaknesses

Unique prints, designs and colours that seperate the brand from competitors

High understanding of customer needs

Strong brand presence in America

Affordable prices for high quality garments

Good social media presence

Opportunities

Offer maternity range- suitable for Boden customer base and encourages loyal customers to continue shopping with the brand even during pregnancy

Increase number of stores- makes the brand

more accessible to a larger customer base

Not many stores in the Uk especially out of London so limits customer base

Limited size ranges for womenswearno offer of plus, tall or petite

Difficulty appealing to wider markets due to their unique branding

Threats

Lots of competition with other high street retailers who offer similar products and quality for a lower or similar rate

Changing consumer preferenceschallenges balancing quirky elements of the brand to consumer wants and needs

Comp Shop

Chosen End Use Loungewear :

Fabric A -

100% Polyester Knit

Loungewearpropertiesinclude:moisturewicking properties,soft,lightweight,durable,wrinkleresistant andcomfortable.

ThesepropertiesareidealfortheBodencustomer whowanttopayamorepremiumpricefortheir loungewearinordertoreceivethatmaximumcomfort.

Fabric B -

100% Cotton

Loungewearpropertiesinclude:breathable,durable, goodforsensitiveskin.

ThesepropertiesareidealfortheBodencustomeras itensurestheyarecomfortable.Italsomeanstheyare gettingthemostoutoftheirmoneyduetoCotton’s durability.

Importance of textile testing

1.QualityAssurance

ItensuresthefabricmeetsBoden’squalitystandardswhichhelpsmaintainthereputationofthebrand

2.Safety

Testimgcanidentifyanysafteyissueslikeflammability,orharsshchemicalswhichwouldbedangerousforthe consumer.

3.Durability

Itassessesthefabricstrength,colourfastnessanddurabilitytowearandtearwhichiscrucialfortheBoden customer.

4.Performance

Evaluateshowwellitperformsundervariousconditionstoensureitmeetstherequirementsforloungewear.

5 Compliance

Manymarketshaveregulationsregardingtextileproducts,testingensurescompliancewiththeselegal requirements

Description Test Method

Chosen Fabric for end use: 100% Polyester

Higher bursting strengthpolyester exceeded 734 kPa, cotton reached 449.1 kPa before bursting

Lower spirality0% compared to 1.54%

Flammability 33.1 seconds for polyester compared to 23.2 seconds

Fabric is thicker in weight - 201.25 g/m^2 compared to 159.9 g/m^2

Equal ratings on water and oil repellancy with LJC finish

Polyester lower stretch and recovery percentage- 0% compared to 8%

Lower dimensional stability to washing and drying - 0% compared to 15%

RangePlan+ SummaryPyramids

Costing Sheet

Turkey chosen as COO due to shorter lead times and handwriting in jersey products

Shipment date allows delivery for SS26

Margin of 55.27%

Process typically takes 1-2 weeks

Booked 4-6 weeks in advance to shipment to allow for production and any potential delays

Critical Path

Process typically takes 1 week

Process takes 1-2

Can take around 1-2 weeks

Enough time for trims to arrive

Takes place once bulk trims and hangers have been received

Ensures everything meets quality standards

Takes about 1 week

Process typically takes 1 week

Completed around same time of the White seal

Takes around a week

Order same day as hangers

Takes an average of 4-6 weeks to

Takes 1-2 week

Care Label

JP Boden & Co Ltd

Boden House 114-120 Victoria Road

NW10

JP Boden (Netherlands BV Konnetlaantje 4 1435HW Risenhout

anges to fabric for sustainabili

Recycled Polyester

Obtained by melting existing plastic and re-spinning it into polyester fibre.

Keeps plastic from going into landfill and the ocean- ‘8 million metric tonnes of plastic enter the ocean every year’ (Weavabel, 2024)

‘Just as good as virgin polyester in terms of quality but production requires 59% less energy’ (Weavabel, 2024)

Eco-Friendly dyes

Choosing manufacturers that use eco friendly dyes and processes that minimise water usage and pollution.

Look for certficates like Oeko-Tex or GOTS

Durability

Ensuring high quality durable polyester fabrics that last longer, reducing the need for replacement.

Ideal for Boden customer paying premium price for pyjamas by ensuring its longevity.

Promotes brand reputation and returning customers.

Fabric Recommendations

Adding elastane

Elastane increases the flexibility of the garment which is ideal for the stretch needed in loungewear.

Elastane provides elasticity whilst polyester provides durability, ensuring the garment is comfortable but capable of retaining its original shape.

Ideal for Boden customers looking for comfortable loungewear that will exceed its garment lifetime.

Built in wellness features

Adding elements like gentle compression zones to promote circulation or even embedded aromatherapy beads that release calming essential oils.

This is ideal for the Boden customer as it enhances their comfort by providing a stress release. The health benefits from compression zones also improves the loungwear experience for the customer.

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