JAEGER LONDON COMES TO THE U.S.

Byline: Alice Welsh

NEW YORK--Jaeger North America has introduced the Jaeger London Collection at several of its own boutiques in the U.S. The line is aimed at a customer younger than its established Jaeger clientele.
The collection, originally introduced in the U.K. last year, was launched here with a fashion show this month at the Jaeger boutique on Madison Avenue.
"It's an updated capsule collection--younger in age and attitude," said Ross Manning, president of Jaeger North America.
Initially, the line will be carried in four Jaeger stores, in New York, San Francisco, South Coast Plaza in Costa Mesa, Calif., and Somerset Mall in Troy, Mich.
"By this fall, we expect to add a minimum of two stores, and by next spring, 10 to 12 stores will carry the line," said Ross. "This could change based on its sales performance."
The line consists of 72 styles, priced about the same as the Jaeger signature collection. Jackets retail from $450 to $595, skirts average $200, pants are $250 to $275 and shirts are around $250. The suede pieces range from $450 for a vest to $700 for a jacket.
The line has been in the shop for 2 1/2 weeks, and some styles have almost sold out, according to Manning.
Bestsellers include a lightweight wool black pinstripe single-breasted jacket for $565 with a flippy skirt for $205 and a stone-colored, high twist wool single-breasted jacket for $535 with a tapered 20-inch skirt at $165. These styles had a 98 percent sell-through after two weeks, according to store manager Susan Hauck. Another top seller was a suede fitted vest in black or stone at $435.
Jaeger has not made any first-year volume projections for the line, said Manning.
Jaeger North America operates 31 stores in the U.S. and 13 stores in Canada.

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