Jaeger pops up to engage youth

The Jaeger fashion brand is making a concerted effort to appeal to a younger consumer base (something it previously attempted in the early 2000s) with the launch of a new pop-up shop in the heart of London’s West End.

The venue – which will house the ‘Boutique by Jaeger’ sub brand - is set to open on the 7th August and will showcase the complete Boutique by Jaeger AW10 collection, a youth line with a “contemporary rock ‘n’ roll vibe” in addition to a selection of other related gifts and vintage accessories.

Belinda Earl, Jaeger’s Group Chief Executive, says the introduction of the pop up shop “introduces the Jaeger brand to a new, younger shopper, while providing a unique shopping experience for the existing Jaeger customer”.

The new brand is set to have a price tag that is 30-50% cheaper than standard Jaeger offerings, as the British brand sets its sights on stealing some of the market already captured by the likes of Whistles and Reiss.

Another aspect of the pop-up venue worthy of note its that it will also host a listening post from independent record shop Rough Trade, featuring a handpicked selection of classics albums and compilations. It will be interesting to see if Jaeger decides to make a bigger commitment to music as a key lifestyle differentiator from its more reserved high-end fashion heritage.

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