FOR IMMEDIATE RELEASE
Stockhom Sweden, Manhattan NY – March 15 2020 – In Oct 2019, Haus of Jaeger’s Managing Director Elle Von Jaeger presented a bold branding concept “Sustainable Fashion Capital of the World” first in Stockholm and then New York for the promotion of the Swedish fashion industry. This branding concept and slogan have now been used in Visit Sweden‘s press materials.
Visit Sweden is Sweden’s National Tourism Organization, promoting Sweden as a destination and as a brand to attract more foreign visitors. Visit Sweden forms partnerships with Swedish regions and other players in the Swedish tourism industry. Equally owned by the Swedish Government through the Ministry of Enterprise and Innovation, and the Swedish Tourism Industry through Svensk Turism AB, Visit Sweden is present in ten countries worldwide.
Visitsweden.com is part of Sweden.se – the official portal for general information about Sweden. Visit Sweden is one of five Swedish organizations with overall responsibility for providing information about Sweden to other countries. The other organisations are Invest in Sweden Agency, the Swedish Government Offices including the Foreign Ministry, the Swedish Institute and the Swedish Trade Council.
Familiar with the Swedish culture and that humble Swedes would never give themselves such an entitled label, Jaeger has decided to be the first person eating the crab: she made the bold move to present this whole branding concept along with the slogan to the Swedish fashion industry.
Unlike many other parts of the world where sustainability is more of a fab word associated with people who demonstrate forward thinking in social consciousness, Swedes truly and genuinely lives with it in their every day life.
Sweden also has an impressive fashion profile with well known brands such as H&M, Acne Studio, J.Lindberg. H&M is the second biggest fashion company in the world and now leading in the industry for its sustainability effort. On the other hand, despite these three brands are household names in the US, no one associate them as Swedish brands or recognize Swedish fashion. In comparison, they have more awareness of sustainability in Sweden.
Stockholm, capital and Sweden’s biggest city, has unusually high concentration of well dressed people on the street, much more than even the big four fashion capitals of the world: Paris, Milan, London, New York. #SwedishStreetStyle should be next on the hot search list.
It is on the basis of these observations that Elle Von Jaeger formed this “Sustainable Fashion Capital of the World” branding concept, as part of a bigger branding package to gain world recognition for the Swedish fashion industry and bring Swedish brands to international markets. There are more that certainly can be done for Swedish fashion.
Jaeger also raised the bar overall for a “Sustainable Fashion Forum” event she helped organizing in New York on Nov 21, 2019. Through her outreach, she has received a personal message from Diane Von Furstenberg herself within minutes and obtained attendance from Business of Fashion, Stella McCartney brand ambassador and sustainable influencers. She supported Swedish brands such as Dedicated Brand, re:newcell and House of Dagmar. Other partners of the event include H&M, FIT (Fashion Institute of Technology), Invest Stockholm, Visit Stockholm, the Consulate General of Sweden in New York.
Copyright @ Haus of Jaeger
“Sustainable Fashion Capital of the World”, when applicable to Swedish fashion and its industry, is the original branding concept and slogan of Elle Von Jaeger or Haus of Jaeger. We reserve the exclusive usage right of the slogan. Any third party shall not use the slogan without prior consent or accreditation.
About Haus of Jaeger
Haus of Jaeger is a premier, multi-division strategy consulting firm. We set our bars high in building a premier management consulting firm in luxury & fashion with top clienteles – leading luxury & fashion companies, established and emerging luxury brands, major media and online brands. Company leadership has experience with celebrity designers, luxury fashion brands and retail stores, leading fortune 500 media companies and is advised by McKinsey partner, Goldman Sachs strategy executive and serial entrepreneurs.
“Most brands haven’t yet achieved digital marketing excellence” – Boston Consulting Group report “Dressed for Digital: The Next Evolution in Fashion Marketing”
Unlike most consultancies or agencies in the industry, Haus of Jaeger is backed by Fortune 500, leading media industry companies experience and a strong digital marketing strategy background in marketing mix, cross channel, Ecommerce, targeting and analytics.
This is the biggest differentiator in marking us as a strategy consulting firm, in addition to our over 10 years of fashion/nonprofit industry experience, luxury brands, PR, celebrity and media relations, fashion media, global marketing communications, retail and creative directions services.
Following its launch this Spring 2020 in New York, Haus of Jaeger will also launch a second base in Stockholm this Summer/Fall 2020.
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French Chamber of Commerce: This week we spoke with the accomplished Elle Von Jäeger, MGM Fashion Reality Show Winner & Founder of Haus of Jaeger, her very own Global Fashion Consulting company.
Keep reading to learn from Elle’s savviness as a Fashion Consultant & Publicist in PR, Branding, Social Media, & Growth Strategy in the fashion sphere, as well as her take on current market trends.
FACC: What are the current trends in PR, branding, marketing communications in the fashion world?
EVJ: You hear this a lot: “Retail is dead”. Well, retail isn’t and won’t be dead, at least not for those retailers who make themselves up to date. It has just been taken quite a share by the online world. Gen Z does want to go to stores and have real-world experiences with the environment and products if this experience is cool and digital with digital signage and/or combined mobile app experience. The burning question is, can brands transform and adapt to the digital world?
Fashion brands born out of the online world are thriving these days. Even PR is going digital: online press releases and media exposure, relations with online journalists and influencers, social media and paid social campaigns, SEO.
The fashion world is especially lagging behind in the digital arena. A CEO for a well-known NY based celebrity designer I work with told me if their merchandise gets into an online store such as Net-a-Porter, it would be competing with the brand’s sales at retail stores. This thought clearly makes no sense and shows his lack of understanding of online and multichannel sales.
“Most brands haven’t yet achieved digital marketing excellence”, Boston Consulting Group 2018 report “Dressed For Digital: The Next Evolution in Fashion Marketing”.
With solid digital experience from fortunate 500 companies, I can differentiate Haus of Jaeger from most traditional fashion consulting firms and agencies by helping fashion companies and brands see a full picture, achieve true digital and cross channel excellence, full potential growth through our expertise in: marketing mix, cross channel, social media, eCommerce, personalization/targeting, and analytics, etc. In addition to our notable fashion industry experience and traditional fashion PR, branding, marketing communications, and creative direction services.
FACC: How would you describe doing relations with celebrities and influencers?
EVJ: I think it really comes down to have personalized messages and targeted offerings. Do your research and find the celebrity or influencer who is a fit for your brand or product. Then customize your messaging and seek to build a genuine connection with them.
FACC: What is the most successful growth strategy (digital and cross-channel) that you have worked with or implemented
EVJ: I devise a growth plan with a blend of strategy, creativity, and art, a mind that derives sharp insights like no other. I would say one growth strategy I made interesting was to brand an online personalized drinks company to be a premium lifestyle brand: chic, green, socially conscious with celebrity endorsement, which will also allow the company to charge a higher price for each bottle and increase revenue. The plan is comprehensive with many creative ideas in the hope some will go viral and help the company achieve massive success. It encompasses product design and innovation (from drink flavors to customizable bottle design and packaging), branding, PR, social media marketing, partnership and collaboration, advocate and ambassador, campaign optimization, etc.
Ultimately it is a call to action on whatever helps the company grow or is blocking the company from maximizing its growth. However to make game-changing strategic suggestions requires deep insights into the root cause of the matter. I look at things beyond the surface – call it strategic insight. E.g. It is not uncommon to see a once well-known designer fall out of line. Blaming the high price point of the luxury line unlike the Michael Kors or Coach model and the lack of excitement in the design is just touching the surface. Look deeper, the designer failed to grow and reinvent by time (nothing works forever); can’t keep up with the modern time and its trend. The once genius style is now irrelevant and lost its appeal to the customers. Further, the designer is having lots of personal issues, went to rehab and his long time business partner has departed from the company. When the company is falling apart from within, it is vulnerable and hard to rival the competitors. As a result, the designer has likely also lost his design inspiration. This is when the high price point is even more burdensome and a light luxury model is easier to survive on top of all the issues. Therefore switching to a light luxury line is just a band-aid solution.
FACC: In general, do you see the current most utilized social platforms such as Facebook, Instagram, Twitter, etc. staying around as the market leaders?
EVJ: TikTok is on trend and hot right now. So make sure you get on it!
About French Chamber of Commerce –
The French Chamber of Commerce unites some of the world’s most recognizable global businesses with the next generation of thought leadership. The FACC blends the pioneering spirits and collective business acumen of the French and American marketplaces to grow businesses and business relations that encourage cross-border cooperation and mutual growth.
Our mission is to develop business relationships between France and the United States and their respective business communities. With a diverse member base—from manufacturing to legal, accounting, startups, food & beverage, tech, HR, luxury fashion & beauty, and beyond—we create the connections and networks that help your business grow.
We serve young professionals, entrepreneurs, top executives, and the French-American community at large through information sharing, prestigious events, and visa services.
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