We might have to add this to the list of fashion companies who changed names in a noted way — while it’s still just a rumor, albeit a strong one, Paris-based PPR might be changing its name to Kering. PPR was founded as Pinault SA in 1988, subsequently becoming Pinault-Printemps and then Pinault-Printemps-Redoute.
This particular name change, should it happen, would reflect the company’s full transformation solely into a luxury group. While the title swap might not be definite, it’s a fact that PPR is spinning out Fnac, the major French electronics and music chain, and selling La Redoute, an online retailer of inexpensive fast fashion. The company also unloaded two home-shopping brands. PPR’s alleged name change to Kering would thus better represent what the company has subsequently become — a luxury and sporting goods group, with ownership stakes in brands like Gucci, Yves Saint Laurent, Balenciaga, and Puma.
So, in PPR’s case, who exactly is named Kering? No one, apparently — the name is intended to be reminiscent of the word “caring.” And with all of Gucci’s recent efforts to effect positive change across a range of issues, we’ll believe it.