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Jaeger targets younger market with new sub-brand

British heritage retailer Jaeger will make a play for a slice of the premium young fashion market in autumn 10 with the launch of a younger, lower-priced sub-brand called Boutique by Jaeger.

Boutique by Jaeger is aimed at the 20-plus woman and retail prices will start at £35 for a top, around 20% lower than Jaeger’s current entry price point.

The collection, which includes dresses, tops, knitwear, skirts, trousers, outerwear and accessories, will draw from Jaeger’s archive, taking inspiration from the retailer’s now defunct 1960s high fashion collection Young Jaeger, but adding a modern rock-inspired styling.

Boutique by Jaeger will launch in Jaeger stores in July as a retail-only sub-brand.

See this week’s Drapers for more details on Boutique by Jaeger and comments on the collection from Jaeger’s chief executive Belinda Earl.

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