Boden embraces 'tradition' and 'rebellion' with 'New British' brand repositioning

Fashion / Clothing

Ben Bold

May 07, 2015

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Boden embraces 'tradition' and 'rebellion' with 'New British' brand repositioning

Boden has revealed a new brand positioning of 'New British' and a campaign using the slogan 'All Hail New British', as the online and mail order fashion retailer seeks to leverage its international growth, particularly in the US.

Boden: 'All Hail New British' celebrates the tradition and rebellion of Britain

The New British identity will permeate several elements of the business beyond its marketing communications, with its clothing, photography and models influenced by the values of "tradition with a hint of rebellion".

Created by agency Sunshine, the brand’s new identity will make its debut today (7 May) at a Boden Autumn Winter 2015 Press Day at the Vinyl Factory in London. Next week will see the brand make its way across the Atlantic to host a similar event in New York on 13 May.

Guests at both events will experience a ‘Boden street’ which will showcase trend highlights from the label’s womenswear and Mini collections.

Penny Herriman, Boden’s global brand director, said: "New British is the start of a new, more contemporary chapter in our story. We are reinventing and refreshing our ‘Britishness’, taking everything we love about it and make it relevant for a new generation."

Boden is celebrating its 24th anniversary this year, having come to market in 1991. Its business operates in five countries outside its UK heartland, including Germany, France and Australia.