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CAtch up | # 02_April 2013 exclusive
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to anticipate trends and spot the potential in
people and brands. It’s a discreet and protective
animal and a sign of wisdom. The owl is a powerful
symbol for a Group that guides and nurtures
its brands and people! My father collects owls so
there’s a personal link too.
Our signature, ‘Empowering Imagination’, confirms
that imagination is at the heart of our business,
enabling us to create value in the broadest
sense. We encourage the creativity and agility
of our brands by empowering them to reach beyond
their current limits, to lead and innovate,
to realize their artistic and financial potential –
in the most sustainable manner. And we do this
by providing both structure and autonomy. The
resources, support and connections we provide
is what underpins the growth of our brands. It’s
what we call the ‘Kering effect’.
When does all this take place? Can we already use
Kering?
We are already using the new name, which will
be formally adopted at the Group’s annual general
meeting in June, and I invite everyone at
PUMA to do so from now on.
Kering (formerly called PPR) is PUMA’s majority shareholder
> A family-controlled, listed company, Kering is a world
leader in apparel and accessories, which develops an ensemble
of powerful brands
> The Group designs, manufactures and markets desirable
products across two fast growing segments:
• Sport & Lifestyle: PUMA, Volcom, Cobra, Electric and
Tretorn
• Luxury: Gucci, Bottega Veneta, Saint Laurent, Alex- › Check out this Empowering
ander McQueen, Balenciaga, Brioni, Christopher Kane,
Imagination video
Stella McCartney, Sergio Rossi, Boucheron, Girard-
Perregaux, JEANRICHARD, Qeelin
> Mission: to allow our customers to express, fulfil and enjoy
themselves through our products. This is in line with underlying
societal trends: increases in purchasing power,
people seeking to affirm their personality and the desire to
look and feel good.
The name change includes an
ad campaign featuring the brands
(here PUMA) and the new signature
What does the new name mean to you, Louise, as
form. And it’s not just about caring, it’s about
distributors of sports equipment in Germany,
as well as social media. Look out for full-page
head of Group communications?
action. We don’t only care about sustainability,
the mall owners in China, large American de-
spreads in the Financial Times and the Wall
Louise Beveridge: Kering is a name that is clos-
we have a team of experts in energy, biodiver-
partment stores… And then, most important, we
Street Journal, a coverwrap on the Internation-
er to the reality of our business today, which re-
sity and so on, that works with our brands. We
have our existing teams and potential employ-
al Herald Tribune. Plus there are the New York
flects our way of doing business, which reflects
don’t just care about digital, we are now building
ees, so we have our employer brand as well as
Times and Il Sole.
a point of view, which becomes a point of differ-
e-commerce platforms for all our brands.
the corporate one.
One of the more exciting things about the
entiation and a point with which our employees
campaign is the video series by fashion blogger
can identify with.
Who is the new name aimed at?
How are you communicating the name change?
Garance Doré, whose voice is more B2C than
Kering’s conception of value is quite wide; it’s
Kering, like PPR before, is a B2B brand, aimed at
We are making the most of print, digital and
B2B, making her an unusual choice for a Group
not narrowly financial. What we’ve created here
journalists, analysts, investors, NGOs and other
multimedia to touch our audiences, concentrat-
that doesn’t traditionally communicate to end
is not simply a new tag but a whole brand plat-
business partners, like major buyers. It’s the
ing on the business, trade and financial press,
consumers. >