Monday, August 10, 2015 at 4:20 pm
The women’s and men’s wear retailer, which is owned by Coats PLC, has embarked on a drive to reinvigorate its business. The moves include the hiring of a new creative director and design team, the appointment of Bella Freud to do an exclusive women’s collection for Jaeger, the rollout of a new store design, sponsorship of a fantastic TV show and the launch of a new ad campaign.
Jaeger — which operates 56 freestanding stores, including 27 in the U.S. — will show off the first results of its program at a fashion show for press in New York on Thursday. It held a similar show in London two weeks ago.
“The idea is to put Jaeger back on the map,” Pat Burnett, chief executive of Jaeger, said in an exclusive interview. “It’s about putting the luxury back into Jaeger, which always was a luxury brand.”
The company’s fall collection, designed by creative director Sandy Verdon and head of women’s wear design Adrian Gilbey, focuses on contemporary …