14 October 2013 - 10:27am | posted by | 1 comment

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

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

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.

Comments

14 Oct 2013 - 12:36
benjaminbicker

What are John Lewis going to do now :o

0
0

Please sign in or register to comment on this article.

Latest Projects from the Profile Hub

Malibu - creating the perfect brand moment to enhance engagement

17/12/2014
The challenge How do you change customers’ perception of...

Driving Sales From Social During Black Friday

16/12/2014
The craze of Black Friday crossed the pond and hit the UK...

BREACH: LETS JACK

16/12/2014
‘Jack’ – the infectious track by British producer Breach...

Launching the Seasonal Cities App

15/12/2014
In Q3 2014 Rooster was tasked with launching the new travel...

Helping a new fitness brand get into shape

12/12/2014
A new concept in gym fitness is being developed and we’re...