Jaeger set to axe sub-brands, appoint creative director and launch new marketing campaign

Jaeger has announced a five year strategy to help bring the brand back to profit, with planned moves including axing failing sub-brands as well as ‘aggressive’ international expansion.

Colin Henry, who was announced as chief executive for the fashion retailer earlier this year, has also said that the new role of creative director will be introduced, as the brand looks to become design-led.

As well as sub-brands Jaeger Boutique and Jaeger London being axed, the company will look to re-engage with its core ‘Mrs Jaeger’ audience, in the affluent 40-to-65-year-old market.

Henry told Retail Week: “There are business opportunities because Jaeger doesn’t have an international business, it has no wholesale business and it has very little e-commerce business to speak of. It’s the first time we’ve had a strategy as comprehensive as this.”

A redesign on the website is set to roll out next year, as well as a marketing campaign to promote the 130th anniversary of the brand.

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