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Incoming CEO Pledges: 3 Ways to Get Kering’s Mojo Back

The luxury world held its breath as Kering, the French conglomerate behind giants like Gucci and Saint Laurent, announced its new leadership. After a period of cooling sales and investor anxiety, the spotlight is now firmly on the new chief executive. The incoming CEO pledges a bold new direction, a strategic trifecta aimed at reigniting the creative fire and commercial power that once made Kering the undisputed darling of the fashion industry. The mission is clear: get the group’s mojo back.

For months, analysts have pointed to an over-reliance on its flagship brand, Gucci, which has seen its meteoric growth slow. With challenges mounting, the new leadership’s strategy isn’t just a minor course correction; it’s a fundamental overhaul. Here, we break down the three core pillars of the incoming CEO’s plan to restore Kering’s luster.

Pledge 1: Revitalizing the Crown Jewel, Gucci

It’s impossible to discuss Kering’s future without starting with Gucci. The brand, which at its peak accounted for over half of the group’s revenue, has been a victim of its own success. Its maximalist, vibrant aesthetic became so ubiquitous that it lost some of its exclusive allure. The first and most critical pledge from the new leadership is to re-establish Gucci’s position as a trend-setting, yet aspirational, powerhouse.

The strategy is twofold: creative recalibration and product elevation. The era of logomania-for-all is officially over. The new vision for Gucci involves a more refined, sophisticated aesthetic that whispers luxury rather than shouts it. This means a renewed focus on timeless leather goods, high-end ready-to-wear, and an overall reduction in entry-level products that have diluted the brand’s prestige.

Furthermore, the incoming CEO is committed to giving the new creative director the freedom to build a long-term vision. “We will not chase quarterly trends,” the new leader stated in an internal memo. “We will build enduring desire.” This signals a shift from reactive, social-media-driven collections to a more patient, brand-building approach. The goal is to make owning a Gucci piece feel like a true investment again, not just a seasonal purchase.

Pledge 2: Analyzing the Incoming CEO Pledges for Broader Brand Elevation

While Gucci is priority number one, the second key pillar of the incoming CEO pledges is to cultivate the rest of the Kering portfolio, ensuring the group is no longer a one-trick pony. This involves empowering the other houses—namely Saint Laurent, Bottega Veneta, and Balenciaga—to reach their full potential without cannibalizing each other.

For Saint Laurent, the plan is to continue its successful trajectory of sharp, Parisian chic while carefully expanding its presence in fine jewelry and ultra-luxe accessories. The brand has been a consistent performer, and the strategy here is “don’t fix what isn’t broken,” but rather to carefully scale its most profitable and exclusive categories.

For Bottega Veneta, which saw a creative shift recently, the focus is on stability and doubling down on its “quiet luxury” ethos. The brand’s signature intrecciato leatherwork is its strongest asset, and the new leadership plans to leverage this heritage. The aim is to solidify its position as the go-to for discerning consumers who favor craftsmanship over loud branding. You can read more about this trend in our article on the enduring appeal of quiet luxury.

Finally, for Balenciaga, the pledge is to navigate its creative direction post-controversy with a renewed emphasis on its haute couture roots. The brand’s avant-garde spirit will remain, but it will be tempered with a stronger connection to the masterful tailoring and innovative silhouettes that are part of its DNA. This elevation strategy is critical for long-term brand health.

Pledge 3: A Future-Forward Push into Digital and Sustainability

The third pledge recognizes that modern luxury is defined as much by values and experience as it is by product. The new CEO is committing significant resources to two key areas: digital innovation and sustainability leadership. This isn’t just about ethics; it’s a core business strategy to win over the next generation of luxury consumers.

On the digital front, the plan goes beyond standard e-commerce. Kering will be investing in “Clienteling 2.0,” using AI and data analytics to offer a deeply personalized online shopping experience that mimics the attention of an in-store sales associate. This includes virtual appointments, hyper-personalized recommendations, and exclusive digital content for top clients. The goal is to make Kering’s online presence feel as luxurious as its physical boutiques.

Sustainability, long a part of Kering’s communication, will be pushed even further. The incoming CEO pledges to accelerate the group’s transition to regenerative materials and circular business models. This includes investing in material science start-ups and launching pilot programs for luxury resale and repair services under the Kering umbrella. By leading on sustainability, Kering not only appeals to a conscious consumer base but also de-risks its supply chain for the future.

“Profitability and sustainability are two sides of the same coin,” the CEO remarked. This mantra will guide the group’s investments, proving that a luxury giant can indeed lead with a conscience and still deliver strong financial results.

The Road Ahead for Kering

The new leadership at Kering has laid out an ambitious but coherent roadmap. By revitalizing Gucci, elevating the entire brand portfolio, and doubling down on a future-proof digital and sustainability strategy, the plan addresses the group’s key weaknesses head-on.

Of course, execution is everything. The luxury market is notoriously fickle, and turning a ship the size of Kering is no small feat. It will require patience from investors and a flawless execution of creative and commercial strategies. However, the clarity and confidence behind these incoming CEO pledges offer the first real glimpse of optimism for the French conglomerate in a long time. The mojo might not be back overnight, but the a clear path to its return has finally been charted.

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