Jaeger: Re-establishing an iconic premium British fashion house

The Challenge

Jaeger has a rich heritage as a great British fashion brand, however in recent years it had started to lose its way. It had lost touch with its customers and was considered slightly old-fashioned and the quality of the product was not meeting expectations. Our challenge was to help Jaeger reconnect with its customers and re-establish its place as an iconic and premium British fashion house.

The Approach

Through researching Jaeger’s business and the fashion category, we were able to define the brand’s core customer for the future. By establishing this customer target, we were able to build a strategy to put Jaeger back on the map as a premium British fashion brand, using its vibrant past to inform an exciting future.

The Solution

We created a strategy which encompasses the ambition and passion at the heart of Jaeger, along with a clear, future-focused consumer targeting strategy rolled out across all areas of the business.

The Results

The new strategy was launched in 2014 with new collections launching to praise and high acclaim. Campaigns have followed with Jodie Kidd, shot by David Bailey. The Jaeger brand is moving from strength to strength.