Jaeger - Rebuilding a brand

Belinda Earl

Jaeger is a luxury British brand with international recognition that has a wealth of heritage virtually unrivalled in international fashion. It is a brand with over 120 years of history and expertise in manufacturing and retailing quality men’s and women’s clothing.

Jaeger has been known throughout its history for being innovative, not only with its use of fabrics, but for its colours and designs. These strengths underpinned its early successes. In the latter decades of the 20th Century Jaeger faced more turbulent times and failed to keep pace with the increased competition and demands of the new generation of consumers.

Since Jaeger was acquired by Harold Tillman in early 2003 and I was appointed Group Chief Executive in September last year, we have commenced a fundamental reassessment of the brand.

Brands, if they are to be successful, have to capture and keep the customer’s attention and they must have a distinctive identity. Brands have a value for customers; they inspire loyalty, definition and in the case of a premium brand… are aspirational. However, brand perception can change in consumer’s minds if it is not relevant, or is out of tune with their demands and expectations. A brand has to continually stay ahead and use many devices to reinforce its attributes and standards.

Defining the brand values for Jaeger has been a critical step in developing our strategy. Jaeger is highly regarded both by customers and potential customers for quality, but other values and relevance are critical to ensure that we attract new and existing customers. In defining our values we have studied Jaeger’s heritage and appeal through the ages.

The classic lines, the emphasis on quality, both cut and tailoring, along with using modern images, are reflected in our Autumn/Winter 2005 collection, which challenges some of the outdated perception and will attract a broader customer audience through, not only the product, but also the expanded range of fashion accessories. Our heritage is also reflected in the launch of Jaeger London, which will broaden the appeal of Jaeger. It is still true to our core brand values, but is more directional and more relevant to new customers.

There are many aspects that have to be considered in terms of restoring consumer’s faith in a brand and we very much recognise that we are on a journey, not only to re-establish the credentials of the Jaeger brand, but to maximise its potential as a premium British brand, with a long and successful heritage. To see more of this, please visit our website on www.jaeger.co.uk.