France’s Kering unveils strategic roadmap to revive brand desirability
Announced during its Capital Markets Day, the plan focuses on reinforcing the group’s core pillars of creativity, craftsmanship, cultural relevance, and product excellence, while building capabilities to address emerging trends in technology, consumer behaviour, and global markets.
Kering has unveiled ‘ReconKering’, a strategic roadmap to restore brand desirability, strengthen execution, and drive long-term growth amid a transforming luxury market.
The plan focuses on core luxury values while adapting to new technologies and consumer trends.
Key brands like Gucci and Saint Laurent will refine strategies, while ‘Kering Next’ will explore new areas.
The initiative comes amid intensifying competition and structural shifts in the luxury sector. Kering said it has already taken steps to reshape its organisational structure, tighten financial discipline, optimise its retail network, and accelerate key strategic priorities, Kering said in a press release.
“ReconKering is our way of reconnecting with what makes Kering unique, while embracing what luxury is becoming. True Luxury is our mission, and Next Luxury is our horizon,” said Luca de Meo, chief executive officer of Kering.
He added that the strategy combines renewed focus on desirability with stronger execution, positioning the group for improved performance and sustainable growth.
Under the new roadmap, Kering will sharpen brand strategies across its portfolio. Gucci will focus on reigniting desirability through clearer creative direction and stronger product architecture. Saint Laurent aims to expand its wardrobe offering and global reach, particularly in Asia, while Bottega Veneta will deepen its positioning in understated luxury and craftsmanship.
Balenciaga will seek to balance its portfolio by strengthening womenswear and leather goods, while McQueen will refocus on its British tailoring identity. Brioni will continue to build its ultra-luxury positioning centred on bespoke craftsmanship.
In addition, the ‘Kering Next’ initiative will explore new growth avenues, including beauty, wellness, and emerging luxury categories, supported by partnerships and innovation platforms.
With ReconKering, the group aims to reinforce operational discipline, empower its Houses, and deliver consistent value creation as it navigates the next phase of the global luxury landscape.
Fibre2Fashion News Desk (SG)