INTRODUCTION AND METHODOLOGY

INTRODUCTION The purpose of this report is to review the fashion apparel brand Boden. It will look at their current marketing environment, and understand how Boden have reached this point, implications that will affect them and future recommendations for Boden to improve and develop in this continually changing environment.

METHODOLOGY

The report will be conducted using quantitative and quality research, that is primary and secondary, including online and offline surveys, reports and websites. The resulting information gained from individual people and publications will convey information and statistics that can be clearly analysed. A range of business models will also be applied in order to identify issues and opportunities for Boden. A survey was conducted in order to gain an understanding of the consumer perception of Boden, as well as an insight into consumer shopping habits. Eighty four took part, half of which were women and half men, ranging from the age of 18 years to over 55 years. Forty percent of the participants were surveyed on the streets of London and the remaining participants completed the survey online using surveymonkey.com.