How Boden’s digital transformation helped it pounce on the ‘Kate effect’

As a fashion brand, having the Duchess of Cambridge pictured in one of your designs is the stuff dreams are made of. With just one snap an item can go from overlooked to sold out overnight.
But the ‘Kate effect’, as it is known, isn’t without its challenges. In order to take full advantage of the increased interest, brands need to move quickly. So being set up to react to moments like this is critical.
British clothing retailer Boden has been on a digital transformation journey