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Jaeger muscles in on younger fashion spend

Premium retailer Jaeger is set to go head to head with Reiss, All Saints and Whistles with the launch of a younger, lower-priced womenswear collection for autumn 10.

Boutique by Jaeger will target the 20-plus woman with a 75-piece collection selling from £35 for a top to £299 for top-end outerwear. Dresses start at £100, about half the price of Jaeger’s existing £199 entry price point for dresses in its core collection. The average exit price point is £450 for outerwear in the Jaeger London collection, which shows at London Fashion Week.

Boutique by Jaeger is the retailer’s lowest-priced sub-brand. It now has four sub-brands on top of the core Jaeger range. Its other collections are the premium Jaeger Black, mainline Jaeger Collection and the heritage-inspired Jaeger by Jaeger, formerly Jaeger 125.

Jaeger chief executive Belinda Earl, who is also chief executive of luxury heritage brand Aquascutum, said: “We recognise that certain customers only buy into Jaeger during Sales or for special occasions rather than everyday wear. This collection will appeal to a younger customer, but also encourage existing customers to spend more.”

The range features day dresses, mini skirts, sheer blouses, cropped jackets, trousers, outerwear and accessories. The range will use luxe natural fabrics such as silk and wool.

The collection, which was designed by Jaeger’s in-house design team under design director Stuart Stockdale, draws from the Jaeger archive. It takes inspiration from the retailer’s 1960s range called Young Jaeger, adding a modern rock-inspired styling, with quirky trims such as laminated tweed, punk-style zips and wet-look sweatshirt collars.

The range will launch in 17 stores and some of Jaeger’s 78 department store concessions in July, as well as on the retailer’s website.

Earl said Boutique by Jaeger was likely to be wholesaled from spring 11 and could help expand Jaeger’s undisclosed number of wholesale accounts by attracting stockists with a young fashion focus.

Earl said Jaeger had made a “strong start” to spring 10, with sales up on last year. She declined to provide sales targets for Boutique by Jaeger.

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