PPR : PPR :PPR becomes KERING
PPR becomes KERING
Following a complete transformation, the Group is changing its name to reflect
its new identity.
The Group's change of name will be subject to the approval of the annual
general meeting to be held on 18 June 2013.
Since 2005, PPR has undertaken a radical transformation. In a few months'
time, the new Group will have left the distribution sector completely. From a
conglomerate focused on primarily European distribution activities, in the
space of a few years, PPR has become a cohesive, integrated and international
group. It is now focused on a single business: apparel and accessories, across
two fast growing segments: Luxury and Sport & Lifestyle brands.
PPR has developed a portfolio of powerful complementary brands, all with great
potential for organic growth: 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.
"Changing our identity is the logical and necessary outcome of the Group's
transformation. More than just the change in scope or activity that this new
name reflects, it expresses the Group's new identity and our corporate
culture", said Chairman and CEO, François-Henri Pinault.
The expression of the Group's new identity and culture
First and foremost, Kering can be pronounced as 'caring' in English, which
expresses our company culture of taking care of our brands, people,
stakeholders and the environment. The suffix '-ing' expresses the idea of
movement, one of the constants in the Group's history, as well as its
international dimension. The stem 'ker', meaning home in Breton, is a proud
reminder of our origins in the Brittany region of France.
Our new emblem, the owl, represents vision, as well as being a sign of wisdom.
A discreet and protective animal, it is a powerful symbol for a Group that
spots potential and guides and nurtures its brands and people.
Lastly, our new signature, 'Empowering Imagination', places imagination at the
heart of our business, enabling us to create value in the widest sense. At
Kering, we encourage and take care of imagination to push our brands and teams
to new limits, to create, innovate and realise their artistic and financial
potential - in the most sustainable manner.
"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", added François-Henri
A global communications plan
Louise Beveridge, senior vice president of corporate communications at Kering
explains: "We wanted a communications plan that would be both global,
reflecting the new character of the Group,and digital, consistent with its
oInternal acceptance by staff
François-Henri Pinault 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.
oWorld advertising campaign
Broadcast in North America, Europe and Asia from the end of March, the
campaign aims at highlighting imagination - the driving force of the Group and
its brands - through a film broadcast on the Internet and informing about the
name change through press 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.
Brand strategy and signature: Dragon Rouge
Visual identity (name, logo), graphic universe and website: Havas Lifestyle
Launch campaign: TBWA\Corporate
A world leader in apparel and accessories, Kering develops an ensemble of
powerful Luxury and Sport & Lifestyle brands: 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. By 'empowering imagination' in the
fullest sense, Kering encourage its brands to reach their potential, in the
most sustainable manner.
Present in more than 120 countries, the Group generated revenues of €9.7
billion in 2012 and had 33,000 employees at year end. The PPR (in future
Kering) share is listed on Euronext Paris (FR 0000121485, PRTP.PA, PPFP).
* PPR will become Kering, subject to approval at the Annual General Meeting on
18 June 2013
Paul Michon +33 (0)1 45 64 63
Hélène Saint-Raymond +33 (0)1 45 64 61
Claire Fretellière +33 (0)1 45 64 63
Claudia Mora +39 02 88 005550
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Source: PPR via Thomson Reuters ONE
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