Luxury group Kering spells out its values

What do you think of this ad by French-based multinational corporation Kering which uses the first letters of its name to illustrate its values? Specialising in luxury goods, Kering owns the brands Balenciaga, Bottega Veneta, Gucci, Alexander McQueen and Yves Saint Laurent. Originally founded as a timber trading company in 1962, the group evolved into retail, re-naming as Kering in 2013 to reflect the move into luxury. The name is pronounced like the English word 'caring' and comes from the founder's home region of Brittany, where the word 'ker' means home and care-taking. As well as gaining a reputation for bold appointments of creative directors at its already iconic fashion houses, Kering has actioned a series of environmental, sustainability, and social schemes to lead and/or establish itself on the right side of contemporary thinking: although luxury design is not readily available to the masses, it is widely known that the fashion industry is infamous for waste. Do you think the ad does a good job of reminding us with a light touch that luxury lasts/takes longer precisely because it is more in harmony with Nature and our own better natures, or is it just a cleverly put-together marketing exercise with universal appeal? Maybe you're just enjoying the beauty of it.....

Keywords: Kering By The Letter, Kering Group ad campaigns, luxury fashion houses, luxury retail, fashion idustryn