Current Name Game
Changing names like it’s going outta style
Perhaps it’s fitting for a fashion conglomerate to change names frequently to signal transformation. PPR, the French owner of Gucci, Balenciaga, and Puma, is taking a new moniker for the fifth time to mark its more international focus. The new name, “Kering,” derives from “ker”—a reference to the company’s Breton roots, meaning “home”—and “ing,” invoking movement. It also represents the company’s “nurturing” cultivation of its brands, but sounds more suitable for healthcare or education, not haute couture. What other names would you fashion for this new brand?