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1
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PPR becomes
Kering
01 1963-2013: 50 years of entrepreneurship
02 A name, an emblem, a signature
03 Visual identity
04 Graphic universe
05 Roll-out in communications
06 The campaign
07 Kering stories, by Garance Doré
08 Appendix: biography of François-Henri Pinault
Contact: Kering Press office – [email protected] – + 33 (0)1 45 64 63 31
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1963-2013: 50 years of entrepreneurship
1963-1990: Creation of the Pinault Group and development of the wholesale distribution
business
François Pinault creates Etablissements Pinault, a timber trade company (1963).
Flotation of Pinault SA on the Second Marché of the Paris stock market (1988).
Acquisition of CFAO (distribution specialising in Africa) (1990).
1991-1998: Entry into the mass distribution sector
Successive take-overs of Conforama, Le Printemps, La Redoute, Finaref, Fnac and Guilbert.
Acquisition of Ellos in Scandinavia and Brylane in the USA.
1999-2001: Entry into the Luxury sector
Acquisition of 42 % of Gucci Group NV (1999), then acquisitions by Gucci Group of Yves Saint
Laurent, YSL Beauté, Sergio Rossi, Boucheron, Bottega Veneta and Balenciaga. Partnership
agreements signed with Stella McCartney and Alexander McQueen.
2002-2004: Disposal of BtoB distribution businesses
Successive disposals of Guilbert, Pinault Bois et Matériaux, Finaref and Rexel.
2006-2011: Start of disposal of mass distribution businesses and entry into the Sport &
Lifestyle sector
Disposals of Le Printemps (2006), YSL Beauté (2008) and Conforama (2011). CFAO stock market
flotation (2009).
Take-over of Puma following a tender offer (2007).
2011-2013: Final exit from distribution and the formation of a cohesive, integrated apparel
and accessories group in the Luxury and Sport & Lifestyle sectors
PPR and Gucci Group were combined within a new organisational structure (2011).
Acquisitions of Volcom, Sowind Group (Girard-Perregaux and JeanRichard) and Brioni (2011),
Qeelin (2012) and Christopher Kane (2013).
Creation of a joint-venture with Yoox (2012).
Announcement of a plan to spin off and float Fnac. Sale of Redcats unit by unit.
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A name, an emblem, a signature
Kering
First and foremost, Kering is pronounced ’caring’, in other words the distinctive way in which the
Group looks after its brands, its staff, its customers and its stakeholders.
The ending ‘-ing’ expresses not just the dynamism and movement that are part of the Group’s DNA,
but its international dimension too.
A reminder of the origins of the Group in the Brittany region of France, ‘ker’ means hearth and
home in the Breton language, reflecting the Group’s protective and inspiring role in relation to its
brands.
So this name affirms the global nature of a Group in touch with its roots and dedicated to
developing its brands on an international scale.
The owl
With its sharp vision and 270° swiveling radius of the head, the owl
represents Kering’s visionary character and foresight, its ability to
anticipate trends and spot the potential in people and brands.
A protective and unobtrusive creature, the bird of the goddess Athena,
it symbolises wisdom and intelligent activity.
The Chinese name is… KERING KAI YUN
Short and easy to say, “Kai Yun” is a name very close to ‘Kering’,
in both sound and meaning. Kai Yun refers to an open sky which
leaves room for the possible and demolishes barriers to
imagination and dreams – thus echoing the Group’s role and its
signature, Empowering Imagination. A synonym for good luck,
“Kai Yun” also embraces a very positive connotation in China.
Empowering Imagination
Kering encourages and takes care of imagination in order to push brands beyond their current
limits, to create, innovate and realise their artistic and financial potential – in the most sustainable
manner.
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Visual identity
The logo
The Kering emblem consists of a sophisticated stylisation of an
untamed owl, placed over the stylised letters of our name.
Positioned so that its open wings appear to be lifting into the
boundless realms of imagination. A moment in flight, to
illustrate Kering’s lively minds and ability to anticipate trends.
Drawn with a single line, thick and thin, to embody our constant drive to excel ourselves, the Kering
emblem has perfect symmetry to underscore the synergies needed to achieve our mission. The
bird’s smiling eyes denote foresight, wisdom and intelligence. Finally, the owl’s face is framed by a
heart to represent the attention, caring and respect that epitomise Kering’s human values.
The sans serif typography, with clear spacing between the letters, reinforces the feather-light
quality of the emblem. The design combines the dynamic and gentle curves of Sport & Lifestyle
with the finesse, balance and simple elegance of Luxury, to form, with the emblem, a statutory
trademark set.
The signature
In both form and substance, the signature embodies the
Group’s vision: to encourage the creativity and agility of its
brands to enable them to go beyond their limits; to empower
its brand managers and designers with the vision to deploy
ambitious strategy, develop talent and fulfill their potential
.
This signature is not rigidly confined to one graphic style, but adopts a number of different styles.
All have been specially handwritten to embody the people-centred focus of the Kering Group.
“We worked with PPR on the central idea that was to set the tone for the new brand platform. ’Empowering imagination’ emerged quite quickly after a series of interviews conducted inside and outside the Group. The managerial confidence placed in brand managers over day-to-day decisions and the central stimulus contributed by Group staff was perfectly reflected in the joining of these two words”.
Christian de Bergh, Managing Director of Dragon Rouge.
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Graphic universe
Seeing by day and by night
The cornerstone of Kering visual identity is its emblem, the owl.
A symbol of wisdom, the owl is a powerful bird, equipped to see
in the dark. At dawn, after its night time exploration of rich and
mysterious worlds, the owl returns with sources of inspiration to
nourish the Group.
In this way, Kering world revolves around black, dense and
exciting, and around white, a blank canvas on which anything
may be written. Day and night Kering puts imagination at the
heart of everything it does.
Sheer strength
With distinctive graphic codes, elevation, harmonies and
shaded colours, a typography design and signature that reflects
who we are, our new graphic identity conveys a specific style.
Kering identity basics have been developed in a working drawing,
to be used for both the Group and its brands. Open and
transparent areas in the visual framework provide space for our
brands to express themselves.
The colours
Black and white are the dominant colours of the Group universe.
A range of colours based on soft, beneficial, warm light developed
to offer a colour universe divided into four families: sunsets,
azures, jades and fiery.
“This was a great opportunity for us to have been chosen to create the new visual identity of a group like Kering. Beyond this though, our team was passionate about creating an all-new creative world for the new brand. It is a very coherent world which is enhanced by the ‘Empowering Imagination’ signature, and conceived as a rich and dynamic ensemble of identity-defining codes that offer the required freedom and space of expression for imagination, which is at the heart of Kering.”
The Havas Lifestyle team
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Roll-out in communications
Internal acceptance
� New identity revealed in a preview for the Group’s directors and head-office staff.
� Live webcast allowed the 33,400 employees of Kering and its brands across the world to
be involved in this event.
� Information pack given to each member of Kering’s corporate staff, containing a letter from
François-Henri Pinault, the graphic charter and a presentation of Kering.
� Following approval of the new name by the shareholders’ AGM on 18 June 2013: internal
publicity via the Kering Group’s new intranet, to be launched on this occasion.
World advertising campaign
� From end of March 2013.
� Rolled out in North America, Europe and Asia.
� Objective: To highlight imagination, the driving force of the Group and its brands, through a
film broadcast on the Internet. Inform about the name change through press and online
advertisements.
� Press and public relations programme rolled out internationally.
Digital story-telling
The advertising campaign will be mainly broadcasted 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.
Collaborative website
A symbol of the spirit that drives Kering, the Group’s new website is also intended to be a platform
for expression open to outside contributions. It will give a voice to creativity, with some
unprecedented collaboration. Garance Doré will be the first person from outside the Group to
speak on it. www.kering.com
Consultants:
Brand strategy and signature: Dragon Rouge
Visual identity (name, logo), graphic universe and website: Havas Lifestyle
Launch campaign: TBWA\Corporate
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The campaign
The film
The film portrays the meaning of the new name and logo, in an emotional way, through a simple
idea: ‘Imagination needs care and wings to become reality’.
It features a feather, from an owl. First, the feather watches over and takes care of talent and then
it gives imagination the necessary impetus and force to take off. It represents the role that Kering
plays with its brands, the mix of attention and energy that creates an environment that stimulates
the imagination and enables ideas to become reality.
The film’s objective is to represent all spheres of the Group: Luxury and Sport & Lifestyle. And this,
in an authentic way. For example, some athletes in partnership with our Sport & Lifestyle brands
took part in making the film, like the skateboarder Jérémie Grynblat for Volcom and the French
international footballer Olivier Giroud for Puma. A Girard-Perregaux master watchmaker also
entered into the spirit and played his own character.
“A corporate brand, especially when it takes on a new identity, has to defend the idea of a unique
and necessary brand to all stakeholders. ‘Imagination needs wings, imagination needs caring to
become a reality’ is the story that Kering lives and breathes, a story which, moreover, links its
symbols of identity”.
Pierre-Yves Frelaux and Elisabeth Coutureau, President and Executive Vice-President of
TBWA\Corporate
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Kering stories, by Garance Doré
To complement the publicity about the Group’s change of
name and illustrate the message of the advertising film,
Kering has embarked on an unprecedented collaboration
with the fashion blogger, Garance Doré. For several months
from 2 April, in a series of videos, she will describe the
distinctive way in which the Group nourishes the imagination of its brands. Why Garance Doré?
Her friendly style, her ‘French touch’, the fact that she is well known on digital media and her
approach to fashion and lifestyle were all factors that appealed to Kering.
Objective: To illustrate, through the eyes of Garance Doré and her account of it, the way in which
Kering fulfils its mission, ‘Empowering imagination’, or how Kering encourages the creativity and
agility of its brands by empowering them to go beyond their current limits. The Group inspires its
brand managers and designers with the vision to employ ambitious strategies, develop talent and
fulfil their potential.
Subject: From Milan to Paris, via London, New York and Costa Mesa, from fashion shows to
couture workshops and boutiques, Garance and her team set off to meet the creative directors and
managers of the Group’s brands, as well as their craftspeople and creative staff. Five themes have
been developed:
1/ Protect – A family group: advising and supporting the brands.
2/ Nurture – Spotting talent and developing it: Artistic directors and young talents.
3/ Create – Expertise, craftsmanship and authenticity: how Kering looks after it.
4/ Liberate – Liberating the energy of people and brands: daring.
5/ Sustain – Responsible collections and a sustainable approach.
Broadcast: In English and sub-titled in five languages (French, Italian, Japanese and traditional
and simplified Chinese), the videos will be broadcasted on Garance Doré’s Youtube and Twitter
platforms and on Kering’s external and internal platforms (Vimeo, Facebook, Internet, intranet).
Quick biography
Of Corsican origin, Garance Doré began as an illustrator, before devoting herself entirely to her
blog, which she started in 2006. She is now one of the best known international fashion
bloggers and focuses on her passions: fashion and street style, photography, writing, drawing
and design. A freelance consultant and photographer, she collaborated with photographer
Patrick Demarchelier for Bottega Veneta latest jewellery catalogue.
www.garancedore.fr
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Appendix: biography
François-Henri PINAULT Kering’s Chairman and CEO
A graduate of France’s HEC business school, François-
Henri Pinault joined the Pinault Group in 1987 where he
held positions in several of the Group’s operating
businesses: first at Pinault Distribution, then as Chairman
of CFAO and Chairman and CEO of Fnac.
In 2003, he was appointed Chairman of the Artémis Group.
François-Henri Pinault has been Chairman and CEO of
Kering since 2005.
He is also Chairman of the Kering Foundation which
opposes violence and helps improve women’s life.