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Boutique by Jaeger

Jaeger’s younger sub-brand is going it alone in the UK wholesale market for spring 12.

Along-standing fixture on the British high street, Jaeger is now looking to make waves in the wholesale market with its contemporary womenswear sub-brand Boutique by Jaeger.
The collection made its debut for autumn 10, initially as a sub-brand stocked in Jaeger’s standalone stores and in selected department store concessions such as House of Fraser and John Lewis. A six-month pop-up shop on London’s Foubert’s Place also showcased the range last summer.

Standalone store openings for Boutique by Jaeger have been mooted, but for now opening the sub-brand up to the wholesale market is the focus.

According to Jaeger, until recently its focus has been on its mainline and premium sub-brand Jaeger London’s international wholesale expansion, but it is now looking for sales opportunities via Boutique by Jaeger. It hopes the wholesale strategy will help cement Boutique by Jaeger’s positioning alongside the likes of Whistles and Reiss in department stores, while indie stockists will also help boost its profile.

For spring 12, design director Stuart Stockdale, who previously worked at Pringle of Scotland, looked to TV presenter and model Alexa Chung and the daughters of 1960s rock stars for inspiration, as well as plundering through the extensive Jaeger archive. The result is a collection anchored by blouses with Peter Pan collars and denim mini dresses.

Stockdale says: “We are trying to make the pieces adaptable for day to night. The prom dress is becoming an identity of the collection; this is carrying through with sorbet colours and striped dress styles for spring 12.

“We want to establish a strong [brand] identity first and will then look to widen the range into bags and shoes.” Stockdale acknowledges the influence international brands such as
The Kooples, APC and Band of Outsiders are having on the contemporary womenswear market. “They are definitely brands I’ve noticed. They are giving the British [heritage] brands a run in the market,” he says.

However, he adds: “There is great charm in Jaeger’s heritage and some of the archive pieces wouldn’t fit in with Jaeger’s other brands.”

Wholesale prices start at £16 for jersey tops and go up to £56 for jackets. So who is the Boutique by Jaeger customer? “She’s in her first job at least,” says Stockdale. “The prices are 30% lower than Jaeger London but we didn’t compromise on quality. It’s pitched well, priced well and is very Jaeger, pulling from our heritage.”

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