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Jaeger looks to brands to create London destination

Following news that Jaeger is to start selling third party brands in its Regent Street store, Ruth Faulkner considers whether this will be a good thing for the premium womenswear retailer.

I have to admit to being surprised by Jaeger’s plan to introduce third party brands at its Regent Street flagship. Jaeger’s strength has always been the design of its classic wardrobe staples, why would it want to detract from that?

Jaeger has been relatively tight-lipped about the sort of brands it plans to introduce saying only that they will be British brands, chosen to complement the retailer’s existing offer.

Without much more to go on, it is difficult to know what Jaeger is trying to achieve with this move but it does seem as though this third party brand partnership will extend only to the second floor of its Regent Street store, and will not be rolled-out across all of its stores.

If that is the case, then to some extent, this move makes perfect sense. By creating more of a destination, Jaeger is seeking to capitalise on its Regent Street location and its Britishness to attract both tourists and Londoners alike.

However, with Liberty and Selfridges just a stone’s throw away, will Jaeger’s branded offer be able to compete? 

That will largely be down to how different or unique an experience it offers and how readily available the brands it chooses are elsewhere. 

With the right mix of carefully selected brands, this could be fantastic opportunity for Jaeger to attract a whole new breed of shopper who, while in store, may also be tempted to shop Jaeger’s own collections when they may not have previously considered it. 

It is admirable for any retailer to try something new and Jaeger should be applauded for making such a bold move. It is obvious that new owners Better Capital are determined to breathe new life into the retailer.

I will wait keenly to see how it is executed. 

Readers' comments (1)

  • If you look at the blend of own goods and third party goods in J Crew, I think that is a great example of how a brand can be complemented by synergistic merchandise. J Crew have, if anything, uses best of breed brands such as Crockett and Jones footwear and Ether outdoor wear to uplift their own product, making it seem even higher quality than it might seem otherwise.
    If this is the path Jaeger is taking, I think it could work. I wish them luck with it. Jaeger is a real heritage brand that deserves a new life.

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