WWD Mentions First Insight | Boden Amplifies Customer-centric Strategy With Enhanced AI Insights From First Insight
U.K.-based apparel retailer Boden has expanded its partnership with First Insight to go deeper in understanding its customers. First Insight said the retailer “is doubling down on its commitment to customer-centric decision-making by leveraging First Insight’s AI-powered decision intelligence to integrate real-time consumer demand signals into product, merchandising and pricing strategies.”
Terms of the deal were not disclosed, but through this expanded partnership, First Insight said the retailer “is ensuring that every design, pricing and inventory decision is aligned with what consumers actually want — not just what past sales data suggests.”
“Boden has always been about delivering fashion our customers love — bold, joyful designs that make them feel great,” said Katherine Danneberg Mattey, chief commercial officer of Boden. “But getting it right every time isn’t easy. First Insight’s AI helps us truly think like our customers, ensuring every product, every price and every decision aligns with what they really want. This partnership is helping us move faster, bet bigger on winners and stay true to what makes Boden special.”
Boden is using First Insight’s predictive analytics and proprietary “Value Score” feature across womenswear, swimwear, accessories and childrenswear, the company said, “to enhance product-market fit, optimize assortments and maximize sales and margins.”
Boden’s expected outcomes from using First Insight’s AI-driven consumer intelligence include a deeper understanding of its customers so it can “anticipate shifts in preferences, improve product-market fit and strengthen loyalty.” The retailer also wants to identify top-performing products before launch and scale winning designs faster while also being able to deploy pricing strategies “based on consumer demand signals to maximize margins and reduce markdown risk.”
“By leveraging AI-powered predictive intelligence, Boden’s approach aligns with its ‘buy better, buy less, wear more’ philosophy — aiming for a 25 percent sales increase without increasing production volumes,” First Insight said.
“Consumers are evolving faster than ever — your decisions should too. Relying on intuition or backward-looking sales data is no longer enough,” said Greg Petro, chief executive officer of First Insight. “With First Insight’s AI-powered predictive analytics, Boden can access real-time consumer input with speed, scale and science — turning it into data-backed decisions that drive profitability and customer engagement.”
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