22 March 2013

PPR BECOMESKERING

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PPR becomes

Kering

01 1963-2013: 50 years of entrepreneurship

02 A name, an emblem, a signature

03 Visual identity

04 Graphic universe

05 Roll-out in communications

06 The campaign

07 Kering stories, by Garance Doré

08 Appendix: biography of François-Henri Pinault

Contact: Kering Press office – press@kering.com – + 33 (0)1 45 64 63 31

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1963-2013: 50 years of entrepreneurship

1963-1990: Creation of the Pinault Group and development of the wholesale distribution

business

François Pinault creates Etablissements Pinault, a timber trade company (1963).

Flotation of Pinault SA on the Second Marché of the Paris stock market (1988).

Acquisition of CFAO (distribution specialising in Africa) (1990).

1991-1998: Entry into the mass distribution sector

Successive take-overs of Conforama, Le Printemps, La Redoute, Finaref, Fnac and Guilbert.

Acquisition of Ellos in Scandinavia and Brylane in the USA.

1999-2001: Entry into the Luxury sector

Acquisition of 42 % of Gucci Group NV (1999), then acquisitions by Gucci Group of Yves Saint

Laurent, YSL Beauté, Sergio Rossi, Boucheron, Bottega Veneta and Balenciaga. Partnership

agreements signed with Stella McCartney and Alexander McQueen.

2002-2004: Disposal of BtoB distribution businesses

Successive disposals of Guilbert, Pinault Bois et Matériaux, Finaref and Rexel.

2006-2011: Start of disposal of mass distribution businesses and entry into the Sport &

Lifestyle sector

Disposals of Le Printemps (2006), YSL Beauté (2008) and Conforama (2011). CFAO stock market

flotation (2009).

Take-over of Puma following a tender offer (2007).

2011-2013: Final exit from distribution and the formation of a cohesive, integrated apparel

and accessories group in the Luxury and Sport & Lifestyle sectors

PPR and Gucci Group were combined within a new organisational structure (2011).

Acquisitions of Volcom, Sowind Group (Girard-Perregaux and JeanRichard) and Brioni (2011),

Qeelin (2012) and Christopher Kane (2013).

Creation of a joint-venture with Yoox (2012).

Announcement of a plan to spin off and float Fnac. Sale of Redcats unit by unit.

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A name, an emblem, a signature

Kering

First and foremost, Kering is pronounced ’caring’, in other words the distinctive way in which the

Group looks after its brands, its staff, its customers and its stakeholders.

The ending ‘-ing’ expresses not just the dynamism and movement that are part of the Group’s DNA,

but its international dimension too.

A reminder of the origins of the Group in the Brittany region of France, ‘ker’ means hearth and

home in the Breton language, reflecting the Group’s protective and inspiring role in relation to its

brands.

So this name affirms the global nature of a Group in touch with its roots and dedicated to

developing its brands on an international scale.

The owl

With its sharp vision and 270° swiveling radius of the head, the owl

represents Kering’s visionary character and foresight, its ability to

anticipate trends and spot the potential in people and brands.

A protective and unobtrusive creature, the bird of the goddess Athena,

it symbolises wisdom and intelligent activity.

The Chinese name is… KERING KAI YUN

Short and easy to say, “Kai Yun” is a name very close to ‘Kering’,

in both sound and meaning. Kai Yun refers to an open sky which

leaves room for the possible and demolishes barriers to

imagination and dreams – thus echoing the Group’s role and its

signature, Empowering Imagination. A synonym for good luck,

“Kai Yun” also embraces a very positive connotation in China.

Empowering Imagination

Kering encourages and takes care of imagination in order to push brands beyond their current

limits, to create, innovate and realise their artistic and financial potential – in the most sustainable

manner.

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Visual identity

The logo

The Kering emblem consists of a sophisticated stylisation of an

untamed owl, placed over the stylised letters of our name.

Positioned so that its open wings appear to be lifting into the

boundless realms of imagination. A moment in flight, to

illustrate Kering’s lively minds and ability to anticipate trends.

Drawn with a single line, thick and thin, to embody our constant drive to excel ourselves, the Kering

emblem has perfect symmetry to underscore the synergies needed to achieve our mission. The

bird’s smiling eyes denote foresight, wisdom and intelligence. Finally, the owl’s face is framed by a

heart to represent the attention, caring and respect that epitomise Kering’s human values.

The sans serif typography, with clear spacing between the letters, reinforces the feather-light

quality of the emblem. The design combines the dynamic and gentle curves of Sport & Lifestyle

with the finesse, balance and simple elegance of Luxury, to form, with the emblem, a statutory

trademark set.

The signature

In both form and substance, the signature embodies the

Group’s vision: to encourage the creativity and agility of its

brands to enable them to go beyond their limits; to empower

its brand managers and designers with the vision to deploy

ambitious strategy, develop talent and fulfill their potential

.

This signature is not rigidly confined to one graphic style, but adopts a number of different styles.

All have been specially handwritten to embody the people-centred focus of the Kering Group.

“We worked with PPR on the central idea that was to set the tone for the new brand platform. ’Empowering imagination’ emerged quite quickly after a series of interviews conducted inside and outside the Group. The managerial confidence placed in brand managers over day-to-day decisions and the central stimulus contributed by Group staff was perfectly reflected in the joining of these two words”.

Christian de Bergh, Managing Director of Dragon Rouge.

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Graphic universe

Seeing by day and by night

The cornerstone of Kering visual identity is its emblem, the owl.

A symbol of wisdom, the owl is a powerful bird, equipped to see

in the dark. At dawn, after its night time exploration of rich and

mysterious worlds, the owl returns with sources of inspiration to

nourish the Group.

In this way, Kering world revolves around black, dense and

exciting, and around white, a blank canvas on which anything

may be written. Day and night Kering puts imagination at the

heart of everything it does.

Sheer strength

With distinctive graphic codes, elevation, harmonies and

shaded colours, a typography design and signature that reflects

who we are, our new graphic identity conveys a specific style.

Kering identity basics have been developed in a working drawing,

to be used for both the Group and its brands. Open and

transparent areas in the visual framework provide space for our

brands to express themselves.

The colours

Black and white are the dominant colours of the Group universe.

A range of colours based on soft, beneficial, warm light developed

to offer a colour universe divided into four families: sunsets,

azures, jades and fiery.

“This was a great opportunity for us to have been chosen to create the new visual identity of a group like Kering. Beyond this though, our team was passionate about creating an all-new creative world for the new brand. It is a very coherent world which is enhanced by the ‘Empowering Imagination’ signature, and conceived as a rich and dynamic ensemble of identity-defining codes that offer the required freedom and space of expression for imagination, which is at the heart of Kering.”

The Havas Lifestyle team

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Roll-out in communications

Internal acceptance

� New identity revealed in a preview for the Group’s directors and head-office staff.

� Live webcast allowed the 33,400 employees of Kering and its brands across the world to

be involved in this event.

� Information pack given to each member of Kering’s corporate staff, containing a letter from

François-Henri Pinault, the graphic charter and a presentation of Kering.

� Following approval of the new name by the shareholders’ AGM on 18 June 2013: internal

publicity via the Kering Group’s new intranet, to be launched on this occasion.

World advertising campaign

� From end of March 2013.

� Rolled out in North America, Europe and Asia.

� Objective: To highlight imagination, the driving force of the Group and its brands, through a

film broadcast on the Internet. Inform about the name change through press and online

advertisements.

� Press and public relations programme rolled out internationally.

Digital story-telling

The advertising campaign will be mainly broadcasted 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.

Collaborative website

A symbol of the spirit that drives Kering, the Group’s new website is also intended to be a platform

for expression open to outside contributions. It will give a voice to creativity, with some

unprecedented collaboration. Garance Doré will be the first person from outside the Group to

speak on it. www.kering.com

Consultants:

Brand strategy and signature: Dragon Rouge

Visual identity (name, logo), graphic universe and website: Havas Lifestyle

Launch campaign: TBWA\Corporate

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The campaign

The film

The film portrays the meaning of the new name and logo, in an emotional way, through a simple

idea: ‘Imagination needs care and wings to become reality’.

It features a feather, from an owl. First, the feather watches over and takes care of talent and then

it gives imagination the necessary impetus and force to take off. It represents the role that Kering

plays with its brands, the mix of attention and energy that creates an environment that stimulates

the imagination and enables ideas to become reality.

The film’s objective is to represent all spheres of the Group: Luxury and Sport & Lifestyle. And this,

in an authentic way. For example, some athletes in partnership with our Sport & Lifestyle brands

took part in making the film, like the skateboarder Jérémie Grynblat for Volcom and the French

international footballer Olivier Giroud for Puma. A Girard-Perregaux master watchmaker also

entered into the spirit and played his own character.

“A corporate brand, especially when it takes on a new identity, has to defend the idea of a unique

and necessary brand to all stakeholders. ‘Imagination needs wings, imagination needs caring to

become a reality’ is the story that Kering lives and breathes, a story which, moreover, links its

symbols of identity”.

Pierre-Yves Frelaux and Elisabeth Coutureau, President and Executive Vice-President of

TBWA\Corporate

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The campaign

Print visuals

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Kering stories, by Garance Doré

To complement the publicity about the Group’s change of

name and illustrate the message of the advertising film,

Kering has embarked on an unprecedented collaboration

with the fashion blogger, Garance Doré. For several months

from 2 April, in a series of videos, she will describe the

distinctive way in which the Group nourishes the imagination of its brands. Why Garance Doré?

Her friendly style, her ‘French touch’, the fact that she is well known on digital media and her

approach to fashion and lifestyle were all factors that appealed to Kering.

Objective: To illustrate, through the eyes of Garance Doré and her account of it, the way in which

Kering fulfils its mission, ‘Empowering imagination’, or how Kering encourages the creativity and

agility of its brands by empowering them to go beyond their current limits. The Group inspires its

brand managers and designers with the vision to employ ambitious strategies, develop talent and

fulfil their potential.

Subject: From Milan to Paris, via London, New York and Costa Mesa, from fashion shows to

couture workshops and boutiques, Garance and her team set off to meet the creative directors and

managers of the Group’s brands, as well as their craftspeople and creative staff. Five themes have

been developed:

1/ Protect – A family group: advising and supporting the brands.

2/ Nurture – Spotting talent and developing it: Artistic directors and young talents.

3/ Create – Expertise, craftsmanship and authenticity: how Kering looks after it.

4/ Liberate – Liberating the energy of people and brands: daring.

5/ Sustain – Responsible collections and a sustainable approach.

Broadcast: In English and sub-titled in five languages (French, Italian, Japanese and traditional

and simplified Chinese), the videos will be broadcasted on Garance Doré’s Youtube and Twitter

platforms and on Kering’s external and internal platforms (Vimeo, Facebook, Internet, intranet).

Quick biography

Of Corsican origin, Garance Doré began as an illustrator, before devoting herself entirely to her

blog, which she started in 2006. She is now one of the best known international fashion

bloggers and focuses on her passions: fashion and street style, photography, writing, drawing

and design. A freelance consultant and photographer, she collaborated with photographer

Patrick Demarchelier for Bottega Veneta latest jewellery catalogue.

www.garancedore.fr

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Appendix: biography

François-Henri PINAULT Kering’s Chairman and CEO

A graduate of France’s HEC business school, François-

Henri Pinault joined the Pinault Group in 1987 where he

held positions in several of the Group’s operating

businesses: first at Pinault Distribution, then as Chairman

of CFAO and Chairman and CEO of Fnac.

In 2003, he was appointed Chairman of the Artémis Group.

François-Henri Pinault has been Chairman and CEO of

Kering since 2005.

He is also Chairman of the Kering Foundation which

opposes violence and helps improve women’s life.