From Lion to Kitten: PPR to KERING

Screen shot 2013-04-04 at 11.44.52
PPR (Pinault-Printemps-Redoute) changed its official name to Kering. Not old news, but, it’s been palaver, and I’ve been  scratching my brain to understand the refashion of their image. The world of fashion has always been known for its  un-kering demeanor – no one has ventured into the business knowing that there were going to be fluffy puppies, rainbows and people gushing “its ok to make a mistake poppet, don’t you fret, have a cup of tea” if you didn’t get a second to iron a crucial piece before it’s strut down the runway. No. Fashion is an iron fist, wrapped in chain mail within in a silk couture glove. Vintage of course.  PPR, or my moniker for it, Power, Power, Roar – holds major subsidiaries such as, Gucci, Bottega Veneta, Saint Laurent, Alexander McQueen, Balenciaga, Brioni, Christopher Kane, Stella McCartney, Sergio Rossi, Boucheron, Girard-Perregaux, JeanRichard, Qeelin, Puma, Volcom, Cobra, Electric and Tretorn….I say again Power, Power, Roar.

Unless you read François-Henri Pinault’s reasoning behind the company’s metamorphosis – which won’t be solidified until June 18, 2013- one wonders where the flip originated from. Regardless the entire transformation just prompts my recollection of ITV’s Twenty Twelve.

(Siobhan in Marketing)

The Name: Kering

“First and foremost, Kering can be pronounced as ‘caring’ in English, which expresses our company culture of taking care of our brands, people, stakeholders and the environment. The suffix ‘-ing’ expresses the idea of movement, one of the constants in the Group’s history, as well as its international dimension. The stem ‘ker’, meaning home in Breton, is a proud reminder of our origins in the Brittany region of France.”
That’s touching, if you’re a non-profit.

The Image: The Owl
“[…] the owl, represents vision, as well as being a sign of wisdom. A discreet and protective animal, it is a powerful symbol for a Group that spots potential and guides and nurtures its brands and people.
To be honest I thought it was a fairy – or a flower with a face.
Side-note: Owls sleep through the day, and then parties at night.

The Signiture (tag line): Empowering Imagination
Screen shot 2013-04-04 at 11.44.45

“[…]places imagination at the heart of our business, enabling us to create value in the widest sense. At Kering, we encourage and take care of imagination to push our brands and teams to new limits, to create, innovate and realise their artistic and financial potential – in the most sustainable manner.”

– Why hire a doctor to write it?  Find someone whose penmanship can be coherently read.
Otherwise one just reads Sug@mation.

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Sustainability

PPR/Kering is the forefront of  questioning regarding their transformation and not their “consultants” 
Brand strategy and signature: Dragon Rouge
Visual identity (name, logo), graphic universe and website: Havas Lifestyle
Launch campaign: TBWA\Corporate

If you know the marketing world, then one is familiar with the phrase “the client is God”.
If you aren’t familiar, watch a few episodes of Mad Men.

Many companies have been  revamping their image as of late; trying to change the old into something new but, that isn’t always needed. Nor does it produce positive results.

Kering Press Kit

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