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Comment: Jaeger’s former brand director on where it went wrong


I joined Jaeger straight from University in 1970 as the company's first Head office graduate trainee. I had the privilege to work with Mme Soizic Gautier as Creative Director and David Watts as Head Designer - plus many more talented people. I was later promoted to Jaeger's first ever Marketing (as opposed to "advertising") role. Our advertising strap line was "Jaeger - Where Else?" and that was true - in our shops and stockists worldwide. We benefited from visionary leadership and investment from our textile industry owners - Coats-Patons (as it then was). We did lack real customer empathy, but we had such confidence and authority that we led, rather than followed, the market. All based on our heritage values of good design plus sumptuous and colourful natural fibres and fabric. With the benefit of that "early start" how did it all go so wrong? For me, it's like the death of a first love - truly heartbreaking.

Posted date

11 April 2017

Posted time

8:17 pm