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CAtch up | # 02_April 2013 exclusive
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This is because online there are no frontiers
anymore. I know we are telling a B2B story to a
B2B audience. But when you’re using the digital
space and social networks as part of your distribution
channel for your story, you can’t draw the
line between where B2B stops and B2C starts. It
needs to work on the social networks. Garance
knows how to put together good stories for the
digital space and social media and she has followers
online – that’s essential.
Over the past two months, we opened the doors
of Kering and our brands and asked Garance to
tell the story of how imagination comes to life.
The result is a series of five videos with as many
themes: family, nurture, create, liberate and
sustain. The videos will be on YouTube and Kering’s
own platforms. You can already watch the
first film, Family.
How else are you communicating on Kering?
François-Henri held a press conference in Paris
on 22nd March. Jean-François Palus (Group
managing director and PUMA chairman) hosted
a celebratory party for employees and stakeholders
in New York on 4th April. There’ll be similar
events in Hong Kong and Tokyo. I’m also happy
to tell you we’ll be presenting Kering to the German
press at a special conference in Munich in
mid-June.
Our social media pages have all been updated
to reflect the new identity and are spreading the
news. You can follow Kering on Facebook, Twitter,
LinkedIn, Wikipedia, … And we are preparing
a campaign in China in June for Baido, Youku and
Weibo. I’d also urge people to check out our new
website: : › click here
is a name that is closer to
the reality of our business, which reflects our way of doing
business, which reflects a point of view, which becomes a point
of differentiation and a point with which our employees can
actually identify with.
A substantial force
> Distributed in more than 120 countries,
Kering generated revenues of €9.7 billion
in 2012 and had over 33,000 employees at
year end.
> Strategy is primarily based on the organic
growth of current brands: to expand into
new markets, reinforce their presence in
mature markets and develop their dis-
tribution network and channels, including
e-commerce
› Check out the video
> Acquisitions of small to medium size, with
promising expansion prospects and meet-
ing strict criteria (global recognition,
deeply rooted, true to their distinctive val-
ues, high potential), will strengthen and
complement the brand portfolio
How have people in the other Group brands reacted?
Some have been a bit surprised and didn’t know
what to expect. By and large though, most understand
the reasoning behind it now and it’s
growing on them. I think they appreciate the
need for the change and the value of it at corporate
level – and it does resonate.updated to
reflect the new identity and are spreading the
news. You can follow Kering on Facebook, Twitter,
LinkedIn, Wikipedia, … And we are preparing
a campaign in China in June for Baido, Youku and
Weibo. I’d also urge people to check out our new
website: www.kering.com
How have people in the other Group brands reacted?
Some have been a bit surprised and didn’t know
what to expect. By and large though, most understand
the reasoning behind it now and it’s
growing on them. I think they appreciate the
need for the change and the value of it at corporate
level – and it does resonate.