Jaeger drafts in its own creative agency as part of M&S plans

Fashion label Jaeger has drafted in its own creative agency, Spring Studios, as part of radical plans drawn up by new owner Marks & Spencer to run it independently from the main business. 

Jaeger has also drawn up a list of its own suppliers – separate from those used by M&S – as part of the strategy amid preparations to launch a new range before Christmas under a newly hired fashion team. 

Spring Studios, a marketing and communications agency, has worked with luxury brands including Louis Vuitton, Marc Jacobs, Moncler and Porsche. 

Strategy: Jaeger is hoping to maintain independence from its owner Marks & Spencer

One insider said the plan to make Jaeger a ‘standalone independent business’ is a departure for M&S not seen since it launched Per Una in 2001. It has parachuted in Fiona Lambert, the former George at Asda and River Island executive, to make the brand’s classic British identity ‘current and desirable’. 

Jaeger was snapped up in January and M&S is preparing to sell stock acquired online and in its Outlet stores this month. 

Lambert said: ‘We’re proud to be part of the M&S family – utilising its reach and scale – but to operate independently we need our own team of clothing experts. ‘So we’re looking for fresh talent to join us and work with those already on board who understand the handwriting of Jaeger. 

‘As a team, we will also be supported by our own creative agency to ensure there truly is a Jaeger look and feel.’