Business news :PPR Changes Name to Kering

PPR will be changing its name to Kering (pronounced “caring” in English) to reflect the Group’s strategic focus on luxury and sport/lifestyle brands, including Puma and Volcom, the company announced. The new name represents the distinctive way in whichwe look after our brands,our staff, our customers andour stakeholders.

PPR has undergone a radical transformation under the leadership of CEO and Chairman Francois-Henri Pinault.

“In a few months’ time we will have completely transitioned from a holding company with an unfocused portfolio into a cohesive, integrated, international group focused on apparel and accessories within two pillars: luxury and sport/lifestyle,” said Chairman and CEO, Francois-Henri Pinault, who unveiled the new identity yesterday to the Group’s directors and head office staff. A live webcast ensured that most employees of Kering and its brands across the world could be involved.

PPR – now, Kering – has developed a portfolio of powerful complementary brands with strong potential for organic growth, including Gucci, Bottega Veneta, Saint Laurent, Alexander McQueen, Balenciaga and Stella McCartney. It’s sport brands include Puma,  Volcom, Cobra, Electric Visual and Tretorn.

“Changing our identity is the logical and necessary outcome of the Group’s transformation,” Pinault continued. “Kering is a name with meaning, a name that expresses both our purpose and our corporate vision. Strengthened by this new identity, we shall continue to serve our brands to liberate their potential for growth.”

With an owl as the Group’s new logo – a powerful symbol of wisdom and vision –we look forward to the next chapter of spotting brands with potential while continuing to nurtureour existing brands. Kering’s new slogan, ‘Empowering Imagination’, is a reminder that the core of the Group’s business is based on imagination and creativity.

Kering will launch a global advertising campaign at the end of March highlighting the name change and how imagination is the driving force of the Group and its brands. The campaign will include a film broadcast on the Internet and online advertisements. It will be supported by a press and public relations plan rolled out internationally.

The advertising campaign will mainly be broadcast on social media (Facebook, Twitter, LinkedIn, Vimeo, Sina Weibo and Youku). The change of name is also an opportunity to implement a digital story-telling strategy with original content. Kering is today launching a completely new type of collaboration with the fashion blogger, Garance Doré. For several months, from 2 April, she will present videos, translated into five languages, that will portray the Group’s distinctive way of nourishing the imagination of its brands.

( Source PPR/Kering through SportsOneSource )

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