Jaeger to make a comeback in nationwide M&S trial – shopping experiences | City & Business | Finance

In a trial involving 12 M&S stores, some, such as at Bluewater Shopping Center and Edinburgh, will feature a store in a store with Jaeger products. Others will have Jaeger display items for customers to view and then order online. Jaeger was founded in 1884, the same year as Marks and Spencer, but took office in 2017 due to pressure from increasing online shopping. It was then bought by Edinburgh Woolen Mill who then went into administration itself at the end of 2020. A rescue has arrived for the brand but in the form of Marks and Spencer who bought it earlier this year for 6 million pounds sterling.

Jaeger Managing Director Fiona Lambert said: “There is nothing more exciting than relaunching a brand and we are delighted to have taken Jaeger’s fabulous heritage and reimagined it with British modernity and the sensory quality which, in our opinion, will create the “vintage of tomorrow”.

“From luxury woolen suits to mini tartans, this first capsule collection really gives an idea of ​​what Jaeger will stand for: effortless elegance. “

Ms. Lambert has extensive retail expertise, having previously launched George at Asda and held positions at Next and River Island.

M&S Clothing and Home Managing Director Richard Price described the strategy as: “shaping the future of M&S Clothing to be more relevant, more often to our customers – responding to the emergence of platform retail while using the strength of our own brand products engine.

Savvy retail analyst founder Catherine Shuttleworth told Express.co.uk: “Since M&S bought Jaeger, they’ve worked behind the scenes to bring this quintessential British brand to life – they’ve created a separate design team to stay true to what the brand is. but used the strength of the M&S machine of supply chain, stores and huge online presence to bring brand awareness to more buyers.

“There are tactical opportunities to try physical retail for Jaeger; in the right places with the right clientele, this blue water launch will be a good test for M&S to see how buyers interact with the product and hopefully it will be in new buyers to tidy up. “

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However, consumer and retail expert Kate Hardcastle warned that M&S ​​already has issues with what fashion means to its customers and that branding overlay and confusion might not be the right thing.

Talk to Express.co.uk she explained: “Jaeger is a beautiful heritage brand but the price is very different from M&S. Part of Jaeger’s prestige was the boutique style shops and the experience must feel good if you sell products at 10 times the price. of other normal products. The question is whether the customer will understand it. “

“Plus, a pop-up window in an already powered-on store would be nice. M&S doesn’t have any music, theater, or ambiance – you want Jaeger to nestle in a place that already looks like a good shopping mall. detail – do not feel foreign. “

Marks and Spencer struggled during the pandemic, posting its first annual loss in 94 years, leading to 7,000 job layoffs.

However, this year the fortunes have started to reverse, with the company saying it expected its annual profits to peak at previous forecasts of £ 300-350million.

The company’s shares are currently trading at 184p, just over double the same time last year.

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