Stockholders should hope that the fancy French firm did not pay a branding consultant a lot of francs for this re-branding. Kering? They like it because it sounds like “caring”? We don’t want “caring” from Gucci. Bags that don’t cost $2,000 are what we want, Francois-Henri.
In the past decade, PPR has shed its retail and business-to-business activities to focus on global brands such as Gucci and Puma.
Getty ImagesPPR Chairman and CEO François-Henri Pinault presents the new group’s name.
Chief Executive Francois-Henri Pinault said the new name draws on the company’s roots in France’s Brittany region but projects it internationally. “Ker” signifies home in Breton, Mr. Pinault said. The “ing” component of the name is meant to invoke action in the English language, such as “being” and “going”, Mr. Pinault said.
The pronunciation of the name—”caring”—signifies the group’s approach to cultivating its brands. “We are there to care for the brand and take care of the brand,” Mr. Pinault said.
A logo of an owl accompanies the new name. Mr. Pinault chose the animal because it represents wisdom. It also pays homage to his father, the company’s founder, because it is his favorite animal. “He always has them.”–WSJ