Kering Strengthens Digital Initiatives, to Take Back Control of E-Commerce
November 26 2018 - 4:59AM
Dow Jones News
By Cristina Roca
Kering (KER.FR) is implementing several initiatives to boost its
digital strategy, including taking more control of its e-commerce
operations, working with Apple Inc. (AAPL) on apps and creating a
new team focused on digital practices in China.
The French luxury-goods company said Monday that it would take
full control of its e-commerce activities in the first half of
2020. Kering's e-commerce is currently handled through a joint
venture with Yoox Net-A-Porter Group SpA, Compagnie Financiere
Richemont SA (CFR.EB)'s e-commerce business.
Kering called its YNAP partnership "highly successful and
fruitful," and said it would continue to work with the online
retailer after internalizing its e-commerce activities. Kering will
form partnerships with third-party e-tailers when it makes
strategic sense, it said.
Kering, best known for its Gucci brand, said it is working with
Apple on apps to enhance customer service and exploring ways to
enhance the customer experience on Apple devices.
In China, a key market for luxury companies, Kering is creating
a team dedicated to "adapting digital practices to the Chinese
market, along with identifying and promoting innovations from China
to other markets."
All of Kering's brands already have or are in the process of
launching programs to enhance communication with Chinese customers
over the popular WeChat messaging and social media app, the company
said.
Write to Cristina Roca at cristina.roca@dowjones.com;
@_cristinaroca
(END) Dow Jones Newswires
November 26, 2018 04:44 ET (09:44 GMT)
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