The ears of many a potential retail investor must have been pricked by Jaeger’s sparkling set of full-year results this week.

The ears of many a potential retail investor must have been pricked by Jaeger’s sparkling set of full-year results this week.

The luxury UK fashion brand is back in fashion and has its eyes set on conquering the overseas elite.

On the same day that the BRC announced retail like-for-like sales had slumped for a second month in a row for the first time in three years, Jaeger said its underlying annual profits had risen 22 per cent.

Jaeger chief executive Belinda Earl has outlined a series of initiative that she says will continue to steer the company around the gloom pervading the rest of the high street.

The former Debenhams boss and her team are managing masterfully the turnaround of a business that traces its origins back 125 years and that had, by the 1990s, lost its way. In the years since fashion entrepreneur Harold Tillman bought the business in 2003 and brought Earl on board, Jaeger has progressed one third of the way on its journey towards transformation.

Championing impressive sales growth has been contemporary range Jaeger London, which has lowered the retailer’s ageing demographic to the mid-twenties and above shopper.

Jaeger has also won plaudits among trendsetters with its “affordable couture” range Jaeger Black, which became the darling of the catwalk at its debut at London Fashion Week.

Now Earl is beginning her assault on the well-healed and wealthy overseas, with plans to open stores in emerging markets such as Russia and the US, as well as more in Europe. China and India are also on the cards. She has opened stores in the Middle East this week as part of a franchise deal signed in January.

Jaeger’s online arm, which within 18 months has become a top-five store, will benefit from more investment and will service overseas customers.

The buzz surrounding Jaeger is in stark contrast to the fortunes of the retailer that Earl stopped running four years ago.

Anyone who picked up a newspaper today cannot have failed to notice a painfully sunny advertisement for Debenhams’ three-day mega-day sale blaring out at them.

The Summer Spectacular ad is an ongoing example of a crucial problem for the department store retailer – that of brand loyalty. With so many mega-days throughout the year, shoppers struggle to find a reason to visit a Debenhams on a day where there are no mega discounts.

Debenhams chief Rob Templeman would be wise to consider Earl’s explanation for Jaeger’s success in tough times. She said: “When people are feeling more caution, they err towards brands they know and trust.”