Owner of Gucci and Puma plans to change the name

The PPR, owner of Gucci and Puma, is thinking of changing its name to Kering. The goal is to make the company a specialist in luxury and in sporting goods of high purchasing power. In 2012, the company recorded revenues of € 9.7 billion. With the name change, the focus is to raise sales to € 24 billion by 2020.
According to sources, the ad can be done even in the month of March. In addition, the name that would be the fifth since the company's listing on the stock exchange of Paris, in 1988, to evoke the idea of affection and signal a new chapter in the development of the company. With a new name and focus, the multinational aims to increase the share price. The company, founded in 1963 by businessman François Pinault, is now managed by his son François-Henri Pinault.
"If you are changing the strategy of a brand we must ensure market effect in the next round. That is, you have to find a particular point that is appropriate for your brand. So perhaps worth showing the world a new world, "said the CEO of Interbrand, Graham Hales.
The PPR already owns major brands in its portfolio: Fnac, Redcats, Stella McCartney, Alexander McQueen, Balenciaga, Sergio Rossi, Paris Saint Laurent, Boucheron, Bottega Veneta, Brioni, Volcom and GirardPerregaux. According to the analysts at Exane BNP Paribas, analyst Luca Solca, PPR has turned into a different type of conglomerate. However, according to the administrator of the multinational, the only brand that is taking to consolidate as luxury is Puma.
The Director of brand strategy and consultant in London, Charles Skinner, explains that a trademark can cost from tens of thousands of euros million euros depending on their strategic objectives and target audience.
Yves Saint Laurent
Founded in 1961, Yves Saint Laurent is one of the world's most prominent fashion. In 1966, the modern concept of luxury women prêt-à-porter, was released by the company in a collection called "Rive Gauche" over the years, their innovative styles have become emblematic cultural and artistic references and its founder, the fashion designer Yves Saint Laurent, secured a reputation as one of the most important designers of the 20th century. Today, Yves Saint Laurent is a global brand that offers an extensive choice of articles for women and men. Among its products there are: leather goods, shoes and jewelry. In addition, through a license agreement with L'oreal, Yves Saint Laurent is also a great strength of fragrances and cosmetics.