In recent years, Britain's luxury brand Jaeger, which is hard to lose, is showing signs of decline.

Jaeger has officially moved the flagship store in Regent Street, London, to a smaller shop on King Chelsea Avenue, a 80 square year flagship store with an area of 27 thousand square feet (2508 square meters).

After moving out, the original store will be made by American light luxury brand.

Take over the rent of 5 million a year.

Insiders say that Jaeger has been struggling in recent years, and moving stores is a sign of the decline of the brand.

Insiders say that

After serving as the head of Jaeger, the British Royal certification and centenary history have not been fully utilized as brand core value in brand redevelopment. The high discount of multiple channels and the use of natural fibers rarely lead to the loss of high-end customers. Under the background of luxury and cold winter, Jaeger will be more and more difficult.

As a traditional British brand, Jaeger has been in fashion for 132 years. It has been awarded the British royal "Royal Warrant" (Royal certification) for 45 years earlier than Burberry.

In the last century, Jaeger became popular in Europe in 50s and 60s. Audrey Hepburn and Marilyn Monro were both brand spokesmen.

However, since the 90s of last century, by the impact of MaxMara, Escada and other rising stars, the development of Jaeger has gradually entered a downward trend.