Kering had succeeded to align its operations of focusing on luxury goods and sporting and lifestyle brands, including Yves St-Laurent, Stella McCartney, Alexander McQueen and Balenciaga, from its foundation in 2005 under the leadership of his CEO. Kering became more centered towards its operations by 2013, but it also lacked in an area of online presence that was an emerging aspect of the luxury industry. The company wanted to incorporate the strategy of creating a digital presence like other various competitors, along with keeping the focus on the luxury strategy of its brands. However, the management of Kerign was aware of the importance of digital presence, but it required a most effective approach to enter and grow in the online presence of its brands.
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