With a store badly in need of attention, this environment doesn’t warrant the premium prices.
Jaeger has three of its lines available in store – younger line Boutique by Jaeger at the front of the store, followed by mainline Jaeger and premium range Jaeger Black. The Boutique range has a clear nautical influence that is at times a bit too literal, with sailor collars on tennis-style dresses.
In addition to nautical, the 1950s and 1960s are the most prominent trends throughout, interpreted via shift dresses and full skirts.
A typical spring colour palette of red, navy and lemon dominates, with a lack of print, one of spring’s key trends.
Sitting in the upper pricing tier, at times Jaeger doesn’t reflect its steep pricing structure. A cotton polka-dot shirt is £160 in the Jaeger mainline but compared with a comparable offer in silk at Hobbs priced at £99, this seems expensive.
A 100% cotton dress in red with kick-out skirt is £160, although with no lining this is steep when French Connection has similar styles at competing quality.
On entering the store there is a freestanding fixture, with cards promoting a discount offer focused on the Boutique range. Most product is down the right-hand wall and is not very inspirational to browse considering the retailer’s premium nature. The dressing rooms are basic and service wasn’t attentive, with no approach in-store without a prompt. Overall the store is understocked and looks to be in the transitional stage between autumn and spring drops.