Jaeger: resurrecting the brand's image
After a misguided re-release with Bella Freud as chief designer, in 2003 Jaeger was bought by Harold Tillman, a fashion entrepreneur and current head of the British Fashion Council, for the princely sum of £1. A year later Belinda Earl left Debenhams to join the team as chief executive and the mission to resurrect the brand’s tired image was set in motion. And now, though more than a century old, this 125-year old brand isn’t nearing retirement. After their catwalk debut for a/w 08, a waiting list was introduced to keep up with the demand for some of the items, despite worries that the departure from ‘classic’ Jaeger would prove a disaster. The brand has re-opened concessions in Harrods and Selfridges. As with any golden oldie wanting to keep up with the times, Jaeger went online with a website that launched in 2006 and continues to do well.