PPR has changed its name to Kering. The name change will be subject to the approval of the General Meeting of Shareholders of the Group, which will be held June 18, 2013.
Since 2005, PPR has undertaken a major transformation. The new group will be totally out of the retail sector in the next few months. From a conglomerate focused on distribution activities primarily European, PPR has become in recent years a group coherent, integrated and international, now concentrated on a single trade: clothing and accessories, through luxury brands and Sport & Lifestyle.
PPR develops a set of complementary brands all with strong organic growth potential: Gucci, Bottega Veneta, Saint Laurent, Alexander McQueen, Balenciaga, Brioni, Christopher Kane, Stella McCartney, Sergio Rossi, Boucheron, Girard- Perregaux, Jeanrichard, Qeelin, Puma, Volcom, Cobra, Electric and Tretorn.
"Change of identity is the logical and necessary transformation. Beyond a simple change of scope or activity, that this new name reflects, it is the new nature of the Group, "said François-Henri Pinault, Chairman and CEO.
The expression of the new role of Group
Kering refers primarily as caring in English. It is in fact this unique way to take care of its brands, its employees, partners and the environment that characterizes the Group. The ending-ing expresses the dynamism and the international dimension of the Group. Ker, which means home and place to live in Breton, is a nod to his Breton origins.
Kering also obtains a new emblem. Animal symbol of wisdom, protection and vision, the owl represents its visionary character.
Finally, Kering endorse a new signature: Empowering Imagination. The Group's role is to encourage imagination in all its forms to stimulate the creativity of its brands to support their growth and create value over the long term. What characterizes Kering, it is also the way to the imagination at the service of sustainable development for its businesses think differently.
"Kering is a name that has meaning. A name that reflects the values ??and purpose of the Group. It is this strong new identity that we will continue our mission to serve our brands to release their full growth potential, "said François-Henri Pinault.
A comprehensive communication plan
Louise Beveridge, Director of Communications Kering, explains: "We wanted a communication plan that is both comprehensive, reflecting the new reality of the Group and digital, in line with its strategy."
• Ownership by internal employees:The new identity was unveiled yesterday by François-Henri Pinault senior executives of the Group and headquarters staff. A live webcast allowed employees Kering and brands worldwide to be associated with this event.
• Campaign World:Distributed in North America, Europe and Asia, from the end of March, the campaign aims to stage the imagination engine of the Group and its brands through a film posted on the Internet, and inform the name change through ads in newspapers and on the web. She will be accompanied by a plan for press and public relations declined internationally.
• Digital Story-telling:The campaign will be widely circulated on social media (Facebook, Twitter, Linkedin, Vimeo, Sina Weibo and Youku). The name change is also an opportunity to implement a strategy of "story-telling" digital original content. Kering and launches an unprecedented collaboration with fashion blogger Garance Doré. For several months, from April 2, Garance Doré tell, through videos, translated into five languages, the unique way that the Group has to feed the imagination of its brands.
