Last month French holding company PPR, formerly Pinault-Printemps-Redoute, announced its fifth name change in 25 years – this time to Kering, a stitching together of the English and Celtic language. In doing so, PPR/Kering hopes a radical rebranding will help promote its high-end luxury subsidiaries including Gucci, Bottega Veneta and Alexander McQueen.
But I’m not convinced. In my Luxury Daily article published today “Why PPR’s name change to Kering is a major miss,” I discuss how brands, everyday people and megastar performers (e.g., Snoop Doggy Dogg a.k.a. Snoop Dogg a.k.a. Snoop Lion) must carefully evaluate their rebranding decisions. There are far more misses out there than bona fide hits.
What do you think?
Is Kering so different from what’s come before people won’t “get it?” Is PPR too obscure a name to begin with and its efforts much ado about nothing? Or will Kering truly propel itself to household name status, joining the holding company ranks of Berkshire Hathaway and JPMorgan Chase & Co.?
According to PPR’s website, Kering will become official on June 18, “subject to approval at the Annual General Meeting.” While most likely a formality, think of the PR backlash if Kering isn’t approved. You can be sure I’ll be watching to see how it all unfolds – and you should be too.
You can read the entire article on Luxury Daily or share your views on PPR’s rebranding in the comments section below.