Jaeger targets Whistles and Reiss with younger sub-brand

Jaeger is targeting premium high street brands Whistles and Reiss with a younger, cheaper sub-brand- due to launch in July for autumn/winter.

Fashionbite popped to Jaeger’s press day yesterday to check it out. …

The new sub-brand is called Boutique by Jaeger and is aimed at the 20-plus market, with a youthful handwriting and priced between 30-50% cheaper than Jaeger London, Jaeger’s catwalk collection. A silk dress will retail for about £150, a jersey dress £99, coats £225 and jackets £125. Jaeger said the collection is aimed at the Whistles/Reiss customer.

Boutique by Jaeger is inspired by the 1960′s Young Jaeger range, which also targeted that 20-plus customer, and hopes to draw a younger crowd to the brand. The line consists of key separates to mix-and-match including materials such as leopard jacquards, georgette candy stripes, electric-blue crepe and lurex hologram sweatshirts. Hemlines are shorter and jackets are cropped. Bomber jackets and tulle t-shirts sit alongside zippered silk dresses and rolled-up shorts. There is definitely a younger vibe about the whole collection. It’s fun and flirty- less formal-feeling compared to the mainline ranges.

I’ve included some pics below, what do you think..?

fashionbite xx