Kering utilizes the product development strategy to achieve its goal of growth and sustainable development. This strategy is normally appropriate to Kering because strength of the company is mainly related to its customers instead of the product itself. The strategy as well as business model of the company is normally based on developing brands the company has been able to build within the last ten years. Such brands are fully complimentary and also based on focus on luxury market as well as different segmentation of luxury market. The company also focuses on becoming the leader in the luxury market segment.