Jaeger targets the Luella girl
Targeting the trend conscious professional, this line of maximum impact, sharply tailored clothes put Jaeger back in the spotlight.
By February 2008, the fashion-focused collection had its own catwalk show at London Fashion Week, picking up brilliant reviews as one of the best shows of the season. Jaeger was back on the fashion map, and still is.
So it's really no surprise that they should strike while the iron's hot and produce another trend-led diffusion line. The surprise is that the woman this grown-up brand is targetting, is merely a girl.
Jaeger Boutique will launch in July as a significantly lower-priced collection aimed at the early twenties. But at £35 for tops and £99 for dresses, the teen market in not far off. Add to that the canary yellow dresses, leopard jacquards and georgette candy stripes and it borrows heavily from the Luella school of design. And at a time when Luella is sadly not in production, it's a canny business move indeed.
From July, Jaeger will have every age wrapped up. Three generations can happily shop together courtesy of Jaeger's mainline, Black, Boutique and London collections (of which Lara Stone is the face). "I am absolutely delighted to welcome the Boutique woman in to the fold" said Group Chief Exec Belinda Earl. At those prices, it may be some of the older generation too...
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