Oct 5, 2021
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New capsule is start of M&S's major relaunch of Jaeger

Oct 5, 2021

It's been a while since we last heard about the plans M&S has for the Jaeger brand that it bought back in January, but this week it has unveiled a capsule collection that marks the first very visible step in the rebirth of the label. And while it’s mainly available online, it’s also testing new ways to sell it in the few stores in which it will be sold initially.


On Wednesday, the Jaeger brand will officially launch on the M&S webstore with the physical store trial to follow later in October. 

The company said that its first capsule collection embodies “effortless elegance [that] follows months of work from the dedicated team”.

The Jaeger team has created a new look and feel for the brand, including a new logo for the 137 year-old brand that the company acquired for £6 million and which is helmed by seasoned executive Fiona Lambert as MD.

She’s overseen the new style direction and the redevelopment of the brand’s identity with partner Spring Studios, while also embedding the Jaeger brand into the M&S ecosystem “to best utilise its infrastructure”. This includes M&S’s extensive delivery network and website which is visited by 13.5 million customers every week.  

The new AW21 capsule “is a curation of contemporary, collectable pieces within womenswear and menswear that embody British modernity with impeccable quality, cut and fit”.

Seasonal hero categories include coats, dresses and knitwear “with key products inspired by the Jaeger archives” such as a shift dress and pea coat. The company is making extensive use of high-quality fabrics and the line-up includes silk dresses (from £199), wool coats (from £199) and cashmere knitwear (from £125). 


M&S said the capsule “clearly demonstrates the direction of Jaeger and will be followed by a broadened product offer” for SS22 

The team will also be using customer feedback on the early product and “extensive research to continue to shape the future of the brand. For the coming year, the team also has exciting plans to share with customers more of the exciting sourcing and sustainability stories behind the Jaeger product – items that truly are made to last with a rich heritage of British and European manufacturing”.

As mentioned, the collection will debut online, but it will also roll out to 12 stores in a trial “to explore different models – from ‘sell by sample’ at Cribs Causeway (browse in-store, buy online) to a full ‘store within a store’ in Edinburgh with a separate Jaeger entrance”.

As well as those two locations, it will be available in the M&S stores at Bluewater, Camberley, Cheshire Oaks, Grafton Street in Dublin, Handforth, Harrogate, King’s Road, Marble Arch, Newcastle and Stratford.

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