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Kering SWOT & PESTLE Analysis

ID : 52671053| May 2020| 15 pages

COMPANY PROFILE -Kering

Business Sector :Luxury Fashion, Lifestyle and Retail

Operating Geography :France, Europe, Global

About Kering :

Kering is a global luxury brand whose headquarters are located in Paris, France. It was founded by François Pinault in 1963 under the name of Établissements Pinault. The company initially specialized in lumbering. Eventually through acquisitions, it entered into different segments like electric equipment distributions and retail market. Through acquisitions like Gucci and Yves Saint Laurent in 1999, it took its first step in building a multi-brand luxury group. Other mnajor acquisitions include Boucheron in 2000 and Bottega Veneta and Balenciaga in 2001. The company took on its current name as recently as March 2013. The name Kering is a representation of the English word “caring”, which is a symbol of the company’s core values. This shift in name also marked the company’s complete shift to luxury products.
Currently the company specializes in fashion, leather goods, jewellery and watches. Kering has segregated its products into three major categories – luxury activities, eyewear and sport and lifestyle activities. Kering has nearly 38,000 employees as per early 2020 records. The company has ranked #362 on Forbes Global 2000 list 2019.
Kering’s mission statement reads, “To allow customers to express, fulfil and enjoy themselves through our products”.

Kering Revenue :


Euros 15.9 billion – FY ended Dec 2019 (year-on-year growth of 16.9%)
Euros 13,665 million– FY ended Dec 2018 (year-on-year growth of 26.3%)
Euros 10,513 million– FY ended Dec 2017

Competitive Analysis of Kering

SWOT
PESTLE
The SWOT analysis of Kering is presented below:
Strengths
Weaknesses
1. Innovative environment and empowering imagination
2. Consistent financial performance across brand houses
3. Varied product segmentation with an ensemble of exceptional fashion houses
4. Multi-brand model supported by vertical integration
5. Wide geographical spread
6. Well-developed distribution channels
7. Talent Development and Strong HR practices
1. Embroiled in tax evasion investigations
2. Controversy of racist ads hurting brand
Opportunities
Threats
1. Enhancing E-commerce and online presence
2. Digital transformation to bring new opportunities
3. Kering’s Sustainability Strategy
1. Fluctuating Political Environment
2. Increasingly competitive environment
3. Availability of cheap counterfeits
SWOT & PESTLE (combined)
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Detailed SWOT Analysis of Kering

 

Strength

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Weakness

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Opportunity

1. Enhancing E-commerce and online presence: With the advent of technology and consumer lifestyle becoming more digitalised, online shopping is new craze and need of the hour. Brands are enhancing their online reach and developing their e-commerce platform to expand their geographical reach out the customers in a more personalised manner. Kering presently represents about 10% of the global luxury goods market. This can be improved by improving online activities by providing improved online content. As a part of achieving this goal, Kering announced in Novemeber 2018, that it was planning to bring all the e-commerce activities handled by Yoox Net-a-Porter (YNAP) back under the purview of the group by the first half of 2020. The group had been working in partnership with YNAP for the past seven years and the decision to end the joint venture agreement is a result of a new e-commerce internalization strategy being implemented by Kering. Apart from this, advertisement and increased social network activities can also provide good publicity to the brand worldwide across a common platform.

2. Digital transformation to bring new opportunities: Kering is placing great emphasis upon digitalization as a bold digital strategy has become the difference between success and failure within the luxury fashion segment. Consumers in this fast moving fashion era are seen to look at the overall digital customer experience provided by brands as a decisive factor for making purchases. Developing a unique customer relationship and providing exclusive offers have thus become very important. Kering has thus worked upon several aspects of its digital strategy which includes an improvement of its in-store customer experience. The luxury house has set up an alliance with Apple for the developments of a group of apps for its employees which will enable them to give customers customized recommendations and also improve the payment experience. A number of Client Service Representatives teams have also been set up to deal with customer requests. The company is also working on internalizing its e-commerce activities. These transformations will open up new opportunities for Kering by enhancing the overall digital experience received by customers. Efforts made till the first half of 2018 have already resulted in the company’s e-commerce sector generating as much as 6% of its overall sales.

3. Kering’s Sustainability Strategy: Kering aims to emerge as a more sustainable and more responsible brand by 2025. This will be focused more on reducing consumption and giving more importance to human resources. The group plans to incorporate new technologies and processes and follow stringent norms to for environmental conservation. They will focus on high quality collaboration with stakeholders in order to promote ethical and social practices. It will focus on innovative alternatives and influence the entire industry and sharing its knowledge using open source approach. These initiatives of Sustainable growth will attract investors to invest more in the company. These will also attract customers who are conscious for protecting the environment.

Threat

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Check Out Analysis of Other Relevant Companies

TABLE OF CONTENTS
DELIVERY AND FORMAT
WHY CHOOSE US?
References used in Kering Analysis Report

1. Kering Annual Report 2018 - https://produkte.erstegroup.com/modules/res/PdfRenderer.php?f=FR0000121485-2018-01-23.pdf&u=%2Fmodules%2Fres%2Fcompany_profile%2Fdownload.php%3FLANG%3Den%26MARKET%3Dat%26ISIN%3DFR0000121485

2. Kering reference document 2019 - Kering Company website - https://www.kering.com/

3. https://www.kering.com/en/finance/

4. Kering financial report 2018 - https://keringcorporate.dam.kering.com/m/702083a94aa812dc/original/kering_va_vdef_miseenligne.pdf

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Kering SWOT & PESTLE Analysis - SWOT & PESTLE.COM

SWOT & PESTLE.com (2020). Kering SWOT & PESTLE Analysis - SWOT & PESTLE.com. [online] Available at: https://www.swotandpestle.com/kering/ [Accessed 28 May, 2020].

In-text: (SWOT & PESTLE.com, 2020)

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Kering SWOT and PESTLE analysis has been conducted and reviewed by senior analysts from Barakaat Consulting.

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Kering SWOT & PESTLE Analysis
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