Fri Mar 22, 2013 5:16am EDT

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PPR becomes KERING

Following a complete transformation, the Group is changing its name to reflect its new identity.

The Group's change of name will be subject to the approval of the annual general meeting to be
held on 18 June 2013.

Since 2005, PPR has undertaken a radical transformation. In a few months' time, the new Group will
have left the distribution sector completely. From a conglomerate focused on primarily European
distribution activities, in the space of a few years, PPR has become a cohesive, integrated and
international group. It is now focused on a single business: apparel and accessories, across two
fast growing segments: Luxury and Sport & Lifestyle brands.
PPR has developed a portfolio of powerful complementary brands, all with great potential for
organic growth: 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.

"Changing our identity is the logical and necessary outcome of the Group's transformation. More
than just the change in scope or activity that this new name reflects, it expresses the Group's
new identity and our corporate culture", said Chairman and CEO, François-Henri Pinault.

The expression of the Group's new identity and culture

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. 
Our new emblem, 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. 
Lastly, our new signature, 'Empowering Imagination', 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.

"Kering is a name with meaning, a name that expresses both our purpose and our corporate vision.
Strengthened by this new identity, we shall continue to serve our brands to liberate their
potential for growth", added François-Henri Pinault.

A global communications plan 

Louise Beveridge, senior vice president of corporate communications at Kering explains: "We wanted
a communications plan that would be both global, reflecting the new character of the Group, and
digital, consistent with its strategy".

*Internal acceptance by staff

François-Henri Pinault unveiled the new identity yesterday to the Group's directors and
head-office staff. A live webcast ensured that most employees of Kering and its brands across the
world could be involved.

*World advertising campaign

Broadcast in North America, Europe and Asia from the end of March, the campaign aims at
highlighting imagination - the driving force of the Group and its brands - through a film
broadcast on the Internet and informing about the name change through press and online
advertisements. It will be supported by a press and public relations plan rolled out

*Digital story-telling

The advertising campaign will mainly be broadcast 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. For several months, from 2 April, she will
present videos, translated into five languages, that will portray the Group's distinctive way of
nourishing the imagination of its brands.

Brand strategy and signature: Dragon Rouge
Visual identity (name, logo), graphic universe and website: Havas Lifestyle
Launch campaign: TBWA\Corporate

About Kering*
A world leader in apparel and accessories, Kering develops an ensemble of powerful Luxury and
Sport & Lifestyle brands: 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. By 'empowering imagination' in the
fullest sense, Kering encourage its brands to reach their potential, in the most sustainable
Present in more than 120 countries, the Group generated revenues of EUR9.7 billion in 2012 and had
33,000 employees at year end. The PPR (in future Kering) share is listed on Euronext Paris (FR
0000121485, PRTP.PA, PPFP).
* PPR will become Kering, subject to approval at the Annual General Meeting on 18 June 2013

Press contacts
Paul Michon                            +33 (0)1 45 64 63 48                             
paul.michon@kering.com mailto:paul.michon@kering.com 
Hélène Saint-Raymond           +33 (0)1 45 64 61 20                             
helene.saint-raymond@kering.com mailto:helene.saint-raymond@kering.com 
Claire Fretellière                      +33 (0)1 45 64 63 31                             
claire.fretelliere@kering.com mailto:claire.fretelliere@kering.com     
Claudia Mora                           +39 02 88 005 550                 claudia.mora@kering.com

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Source: PPR via Thomson Reuters ONE


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