WCRS picks up Boden advertising account

Boden, the mail-order clothing retailer, has appointed WCRS to handle its advertising account.

Boden: aspires to crack the teenage market
Boden: aspires to crack the teenage market

The agency won the business following a pitch against Bartle Bogle Hegarty, and is Boden's first retained advertising agency.

Previously Boden has predominantly focused its adspend on direct marketing activity, and in March appointed Experian to handle its customer acquisition marketing account.

However, the clothing retailer is set to embark on its first major above-the-line advertising push next year, in an effort to appeal to a wider audience base.

The company initially aims to crack the teenage market, having launched a new range, Johnnie B, for 10- to 18-year-olds earlier this year.

Boden first launched in 1991, offering casual wear by catalogue to upper-middle-class men. A year later it introduced a range for women, and today now has around one million customers around the world, with a turnover of £168m.