CAMPER

Best of SCHMOOZY FOX 2010

With this post, I want to bring to your attention the best posts that were published on this blog in 2010. They 've attracted most of the traffic because I think they give some of the most useful tips to anyone who wants to build a Funky Brand™. If you want to brush up on your knowledge of branding, here's your chance! BRAND STRATEGY

Image by Levy Fulop on Flickr

ONLINE BRAND STRATEGY

FUNKY BRAND INTERVIEWS

Photo collage

  • Theo loves you: an interview with Wim Somers, founder of a very stylish brand from Antwerp.
  • Interview with Anders Wall, CEO of a Danish upscale brand of bicycles, Biomega.
  • From Mallorca with love: interview with Camper shoes.
  • Interview with Jean-Pierre Lutgen, CEO of Ice Watch.
  • Interview with Isabelle Cheron, Creative Director of Kipling bags.
  • Interview with Nathalie Colin, Creative Director of Swarovski.

PERSONAL BRANDING

RE-BRANDING AND BRAND REPOSITIONING

BRAND NAMING

CREATIVITY AND BRANDING

taarten van abel

From Mallorca with love: interview with Camper shoes

Miquel Fluxa from Camper Camper shoes was one of the first funky brands featured on this blog back in 2008.  When Camper opened its shop in Brussels, I thought that a Funky Brand Interview would be spot on for SCHMOOZY FOX’s blog.

And here it is! I had a chance to talk to Miquel Fluxà from Camper.  A son of Lorenzo Fluxà who founded Camper in 1975, he is responsible for business development and brand extensions at Camper. Educated at ESADE and Stern Business School in New York, where he studied business administration, Miquel thinks that one of his professional strengths is the ability to understand and work with creative people such as designers.

The Mamba shoe

“I am not sure if I can call myself creative, at least in the sense of expressing myself through visual arts. But creativity is a very important element at Camper, and I very much enjoy working with highly creative designers who develop shoe designs, as well as those who have collaborated with us on our Casa Camper hotel chain project.

Casa Camper Berlin

SCHMOOZY FOX welcomes Miquel Fluxà to the blog about funky brands! All images in this interview were provided to SCHMOOZY FOX courtesy of Camper.

SCHMOOZY FOX: Miquel, first of all, what makes Camper shoes a funky brand?

Miquel Fluxà: Camper is without any doubt a FUNKY BRAND according to SCHMOOZY FOX’s definition!

Camper together with Bernhard Willhelm AW2010s

We are constantly working on delivering new ideas to the market and we do it with passion and creativity. We think differently and we want to be seen different, although not in a loud, showy way, but with austerity and discretion.

We are serious about what we do, but do not take ourselves too seriously, so we like to add a twist of understated imagination and irony to everything we do. We have a strong core belief that we try to transmit to consumers through product, retail and communication so that they can feel the Camper experience.

Camper together with Romain Kremer AW2010s

SCHMOOZY FOX: And now, could you characterize the Camper brand by only 3 words? What would they be?

Miquel Fluxà: Authentic, thoughtful and imaginative. We are authentic because we have been shoe-makers for over 130 years and we are committed to the long term.

Camper on Madison Avenue in NYC

Quality and craftsmanship remain at the heart of what we do and what we are. We are thoughtful and caring with the people, culture and environment where we work. Camper means “peasant” in Catalan and we have always been connected to the Mediterranean rural world.

And imagination and creativity have always been in the core of the company, applied into every process from the pre-production phase until the recycling, always trying to do things in a different way.

SCHMOOZY FOX: Could one say that these are also the reasons why customers like Camper?

Camper store in London

Miquel Fluxà: Yes, we think so!

We believe that our consumers know Camper values and share them. Our products reflect what we are: our know-how and creativity have always been the common thread of our collections, and we have now taken this to an upper level: Extraordinary Crafts, Creative Quality and Quality Execution, under which we combine our passion and experience with new ideas to create shoes that are useful, innovative and full of personality.

We think that this is something that our consumers take deeply into consideration when they decide to purchase a pair of Camper shoes.

SCHMOOZY FOX: Camper was founded by your father. What made you decide to join forces with your father and continue building Camper as a family business?

Miquel Fluxà: Although Camper as a brand was founded by my father in 1975, the origins of the company go back to 1877, when my great-grandfather founded the first shoe factory in Spain and later  my grandfather continued with the factory. That makes us the fourth generation.

Although there was nothing planned and we had no obligation to continue building Camper, there is an important sentiment of responsibility of continuing the family business.

It also a great luck to work in company like Camper, which is an international company with fantastic people working all over the world, an interesting company with great projects, and based in a fantastic place like Mallorca!

SCHMOOZY FOX: Camper has a worldwide presence. What do you think are the countries where Camper is loved most?

Miquel Fluxà: Considering that the Spanish and European and some Asian countries like Japan and Taiwan consolidations took place in the 80s and 90s respectively, the presence of Camper in these mature markets is broader than in the new ones. However, the last decade has represented the introduction and development of the brand in the United States, Asia, Australia and more recently Russia.

We are confident that Camper lovers can be everywhere in the world. New technologies such as the social media have allowed us to collect information about unexplored markets and we are surprised of the quantity of fans that Camper has in countries where we do not even have a selling structure.

SCHMOOZY FOX: What are the main distribution channels Camper uses?

Miquel Fluxà: Camper is distributed through its own stores that we operate directly, and through multi-brand stores and department stores. The wholesale activity is currently the most important one.

The company was born in 1975 and during the first years the products were marketed only through multi-brand stores. However, we realized that the best way to create a whole Camper experience for our customers was by setting spaces that would allow them to interact with the shoes and the brand.

As a consequence of this reflection, in 1981 we opened our first store in Barcelona, and in 1992 we opened our first store outside Spain in Saint Germain in Paris.

SCHMOOZY FOX: As regards your online shop, what are the challenges and advantages for the consumer to buy a pair of shoes online ? What do you do in order to bring the in-store buying experience to the online world?

Miquel Fluxà: Probably the biggest challenge for us is to enhance consumers’ online purchase experience when they decide to buy shoes through our online shop and, therefore, we focus on three different factors.

First, we provide customers with as much information as possible about the shoes: detailed description, high quality pictures from different angles, quick search menu. Then, we seek excellence in our pre-sale and after sale customer service. Finally, we want the online purchase to be a total Camper experience as it would be to buy in a physical store.

Madrid Fuencarral Storesmall

For us the online store is another Camper store, only with a different format and approach to the customer, and we consecrate our efforts to ensure that the customers feel that they are at a Camper store, providing them with the same quality, service and warranties.

SCHMOOZY FOX: Finally, how does Camper plan to continue being a funky brand in the future?

Miquel Fluxà: We will keep on trying to make creative shoes, executed with quality and comfort and maintaining our commitment to sustainability. We will continue increasing our creative network with consolidated and future talents. But above all, we will remain faithful to our origins and values!

SCHMOOZY FOX: Thanks for this interview, and I wish you a lot of success with Camper!

Funky brands from around the world: Spain

Here is the "crowdsourced" list of funky Spanish brands that was compiled by contributors to the Facebook fan page of SCHMOOZY FOX, as well as Twitter followers of @FunkyBizBabe and @schmoozyfox

Funky shoes for funky people: Camper


Girls love shoes. In my case, this is an understatement of the century. I sometimes even dream about shoes. And, as any other girl, I have to have lots and lots of them to make sure they match every possible outfit I can think of. But I am not the kind of woman who's crazy about sky-high heels. Well, I've got several pairs like that of course, for special occasions, but I am more into shoes which make me feel connection to the Earth, enable me to actually walk, and contribute to my sexy and trendy look.

In fact, it's not that easy to find such shoes. Think about it – finding a pair that is funky, has heels (sometimes) and enables you to walk at a normal human pace rather than move at a speed of a snail seems a bit of a challenge. But last weekend a Spanish friend of mine walked through my front door wearing a pair of blue-heeled funky shoes. When I looked at them, I recognized the brand immediately: Camper, a cool and edgy shoe producer from Mallorca.

How could I have forgotten about Camper? It is one of the few brands that can tick all the boxes of my shoe requirements. Three years ago, a very fashion-conscious friend of mine who lives in Berlin took me on a shopping tour spree in the city. Our first destination was a Camper store, and it almost turned out to be our last destination as well, since we just couldn't leave it for a long time. And it wasn't just for the cool shoes. The store itself was a great place in which the Mediterranean spirit of Camper's Mallorcan origins mixed well with the unique creative spirit of Berin. I left empty-handed though, just because my size of the shoes I liked was sold out.

Later on, during my MBA studies in Madrid, Camper was occasionally mentioned in my marketing and strategy classes although we have unfortunately never discussed the company in detail. It was mostly Zara that was brought to our attention again and again, as an illustration of a successful Spanish brand, but somehow, Camper was left out.

And that's a pity. Because Camper, launched in 1975 in Mallorca, has managed to create a very distinctive brand identity based on fun, creativity and spontaneity. It would have made a great MBA case on how to create and manage a successful brand. Camper is modern, trendy and just....lovable. No wonder it has so many fans on Facebook, and rightly so!

First, there is superb quality. My friend, the owner of the blue heels, says she's had her Campers for 7 years with not too much change to the original shape and color. Second, there's funky design. Third, Camper shoes have managed to communicate well its dreamy and exotic Mallorcan origin. It is, let's agree, quite refreshing, especially for the inhabitants of grey and cold parts of Europe. Finally, Campers are worn by fashionable, funky and REAL people. These people are busy individuals, like you and me, but yet they are able to slow down, take it easy and enjoy the moment. After all, the company's great motto, “Walk, don't run” rightly pinpoints the necessity of slowing down in our often frenetic and busy lives.

Freedom, being down-to-Earth, creativity, surprise and spontaneity are the main brand values of Camper shoes. Pleasantly surprising its customers is one of Camper's values that draws numerous fans into its stores (and online) back and again. Often, this is demonstrated through spontaneous partnerships with artists and designers -- check out, for example, Camper's Together initiative at http://www.camper.com/together/en/ which focuses on collaboration among various designers in order to create unique shoes.

Camper is a funky company that has embraced the importance of brand positioning. Recently, it has invested into e-commerce which has allowed it to take better control of the brand evolution in the online world. Lucky are those people who are confident enough to buy shoes online without trying them first. As to myself, although I love shopping online, I usually stay away from buying shoes. I guess I'll just wait for Camper to open up a shop in Brussels some time soon!