Great British brand, Jaeger, wanted to appeal to a new contemporary customer without alienating its core, sophisticated consumer. As the brand’s retained PR agency, our main objective is to bring the modern credentials of the brand to the forefront for media and consumers.
Everything we do emphasises the quality and integrity of the brand, reiterates its 130-year history in a contemporary way and highlights its dedication to noble fabrics, classic designs, clean tailoring and elegant lines. The brand’s appointment of former Oscar de la Renta designer, Sheila McKain-Waid, in 2013 served as a hook for brand positioning features.
We secured features on the brand’s new direction in the Sunday Times Style and the Evening Standard, reaching core demographics. A feature in The Times endorsed Jaeger’s revival with the line, “Don’t be surprised if Jaeger 3.0 turns out to be an unexpected player in our style agenda for 2015.” The press has not only picked up on the brand’s resurgence, but they believe in it.
As well as day-to-day press office, we re-launched the brand’s flagship store in Chelsea, dressed influencers including Donna Air, Emilia Fox Jodie Kidd and landed key coverage.
Since we started working with the brand, sales have increased 12% overall, are online sales are up by 16%.