A gorgeous location and some strong pieces, but prices still seem steep against competitors.
Jaeger’s strengths lie in quality of cut and fabrics rather than hitting particular trends. That said, cocoon coats are present and correct, as are abstract prints, stripy knitwear and sharp shoulders. Impressive outerwear makes up about 20% of the offer, with checked wool coats and more fitted belted soft jackets in purple and tomato red. A gold and black polka dot parka is a good
A little out of the way, Jaeger’s store is situated in a row of stunning stone buildings opposite Mulberry and Agent Provocateur, and this gives it a designer store feel. Inside, the high-ceilinged shop is split level, which makes it seem grandiose, but while staff are friendly and aim to engage with every customer, the high ceilings and lack of browsers give the store a somewhat cold feel.
In terms of price, Jaeger sits towards the top end on the high street, with £499 for a full-length black wool coat approaching designer prices. A red wool coat with epaulettes is more reasonable at £299, while a purple soft wool db coat with square buttons falls in the middle at £350. Prices seem better pitched on daywear, with a striped purple and white blouse at £99 and stripy knits for £135.
A roll-neck sweater dress in purple and black seems a little pricey at £250.