The founder of Boden is Johnnie Boden,
launching in 1991 in London United Kingdom targeting to bring very high
quality, high fashioned, high valued and ethically sourced clothing to the UK
market using the mail ordering channel. Boden initially launched its brand with
8 men’s wear products and then moved on to launch women’s wear in 1992 followed
by the range of Children’s wear as Mini Boden for kids in 1996. The Boden UK
web site was introduced in April 1999 and the first shop was opened in Hanger
Lane in London in the year of 2004. Boden provides 2 methods of purchasing, one
method is mail order catalogues and the other is through the internet.
and Competitive Market
started with men’s clothing followed by women’s clothing and children’s wear.
Boden says that it’s hard to sell men’s wear clothing, therefore brand is more
targeted towards females of age groups 25 to 50 and specifically Boden calls
the “Bull Eye” the 35 year old middle aged women (BBC News, 2014). Boden’s
target segment customer are more of middle and upper class income women whilst
also targeting at working women in their twenties. Boden uses fictional
characters like Kate and James to help the communication approaches to attract
customers. Furthermore as Boden says customers who value quality and with
fashion sense are women aged 30+ with higher income levels and this is the
Boden’s current target market segment which is identified by them.
new catalogue brands coming into the UK market like Littlewoods, Great
universal stores and Freemans, Borden faces high competition. However although
with high competition Boden managed to achieve during the year of 2012 an 8%
growth with £265 million, and profits rose by 35% to £24 million (This is Money,
2013). And also in the year 2014 Jonnie Boden was ranked 392nd
richest in UK by Sunday Times rich list with personal riches of over £245
million. Currently Boden has nearly 800 employees working and
is also perceived as a successful British clothing brand.
Environmental Appraisal Analysis
Environmental Analysis is a procedure
used to identify all internal & external factors that can affect an
organizations performance. With new concepts coming into the market day by day these
concepts are controlled by certain factors.
Mainly influenced by environment factors, therefore businesses should
analyze the environment and market constantly (PESTLE Analysis, 2015). The below diagram
gives an idea of the environmental analysis concepts in different environments.