PPR or Kering: What’s in a name?

Fashion retail giant PPR – an acronym for Pinault-Printemps-Redoute, are changing their name as of 18^th June to Kering – similar to “caring”. But why the change, and why Kering?

The new name comes as the brand changes its image to focus on its future transformation to a fashion and accessories specialist in luxury lifestyles including sport. The change to Kering follows a “deep reflection” on the character of the $12.56 billion enterprise, says CEO François-Henri Pinault. He explains the word “ker” has roots in the Brittany region of France, where his family originates and has a similar meaning to “home”.

To accompany the name change, the firm also has a new symbol, which is a stylised owl with a heart-shaped face coupled with the slogan “Empowering Imagination”. Pinault says that the new name is emblematic of the caring nature of Kering towards its brands. “Fair, honest, positive and creative are the four values conveyed by the name,” Pinault explains. They also convey the firm’s commitment to sustainable developments.

Originally an empire of stores including La Redoute, Fnac and high-end department store Printemps, PPR has been acquiring luxury brands since 1999, when it invested in the Gucci Group. Today its selection of luxury companies reads like a who’s who of the fashion elite including Bottega Veneta, Yves Saint Laurent, Stella McCartney, Sergio Rossi, Boucheron and Christopher Kane.

To explain more about the future of Kering, the firm has teamed up with French blogger Garance Doré on a series of video clips about the name change that will be published online in April.

Hollie Bracciale

To view a sneak peek click here.