Last year, iconic fashion house Yves Saint Laurent renamed itself Saint Laurent Paris, and just recently, its parent company, PPR, one of fashion’s most esteemed companies, announced its own name change. It will be called Kering, according to Chief Executive and Chairman Francois-Henri Pinault.
DENISE’S NEW LOOK: Alpinestars by Denise Focil changed its name to AS by DF and debuted a more contemporary look.
The new name demonstrates growth and new focus, Pinault said. “In a few months’ time we will have completely transitioned from a holding company with an unfocused portfolio into a cohesive, integrated, international group focused on apparel and accessories,” he said.
Some veteran Los Angeles–area fashion lines are in the process of renaming, or “rebranding,” themselves, too. The process is risky, but rebranding can make the difference between sagging sales and stellar business.
Dispatches From The Front 