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P_12
CAtch up | # 02_April 2013 exclusive
P _13
Changing
from PPR to
Our Group PPR has changed its
name to Kering. François-Henri
Pinault, chairman and CEO, and
Louise Beveridge, SVP communications, explain
the reasons behind the corporate rebranding.
By Jonathan Duff, Kering
corporate journalist
Why did you decide to change the name of the
Group?
François-Henri Pinault: Changing name is both
a necessity and an opportunity for us. Our transformation
from a diverse, financial holding company
into a cohesive, integrated and international
group is now complete. Our new identity
reflects who we are now, marking our change in
scope and activity.
We focus on a single business: the design,
manufacture and marketing of desirable products
through an ensemble of 18 brands across
two fast growing segments: sport & lifestyle
(where PUMA is the largest and most important)
and luxury. The new name gives us a great
chance to reaffirm who we are today, our identity,
our vision, and the business we want to build
tomorrow.
Why did you choose Kering?
First, the new name has a meaning. I pronounce
it like the English word, ‘caring’ as I wanted a
name that reflects the company’s approach to its
brands, its people, its customers and the environment.
The name is a reminder of the Group’s
– and my family’s – origins in the Brittany region
of France because ker means home in Breton.
Kering is the home that shelters and nurtures
our brands and teams.
The suffix ‘ing’ signifies movement. It means
building rather than managing an existing business.
It also means we are constantly challenging
ourselves.
Why do you have a different name in China?
The Chinese represent a significant proportion
of the Group’s current and future, expected
customer base. We therefore created a special
name that resonates in China and which is short
and easy to pronounce. ‘Kai Yun’ is close to Kering
both in sound and meaning. It conveys the
idea of clearing the sky, making everything possible,
and pushing the limits of imagination and
dreams.
What do the owl emblem and the new signature
represent?
Well, I was keen for the company to have a living
figure. With its sharp vision, the owl represents
the visionary side of the Group, our ability >
Louise Beveridge (left)
and François-Henri Pinault
Ad for Kering with ‘Usain Bolt, Olympic
champion. Imagination gives him wings,
› Check out the video
his legs do the rest.’