family business

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!

Inertia of family-owned businesses: the Belgian distillery Filliers

geneverToday I will talk about family-owned businesses and challenges they face in turning their products or services into funky brands.


Think of this kind of company structure: a mother or father is a CEO, and all the top management consists of offspring, cousins, aunts, uncles and other “extended family” members. Occasionally, they let outsiders in, and allow them to manage their businesses, but this doesn’t happen too often.


Many family-owned companies never succeed in achieving critical mass, lose touch with modern trends, fail to reinvent themselves and keep afloat the ever-changing customer demands. Sometimes, family-owned business produce high-quality products, but fail to exploit its potential to the maximum simply because they lack the necessary skills within the family team.


Here is an example of a brand you might or might not have heard about. Filliers, a distillery near Ghent (Belgium), produces genever, an fillierslogoalcoholic beverage made by distilling maltwine and adding some herbs, such as juniper berry. Think gin, but with some added zest.

Funky gin.


Filliers has a big potential to become a great and innovative brand, but seems to be somewhat trapped in its century-long traditional thinking.

I had a chance to visit Filliers as part of a local business networking group whose members went to the distillery mostly out of recreational purposes. My own interest was mostly triggered by a bottle of sweet currant Filliers brew sitting in my fridge. A nice flavor, 20% alcohol volume content, and quite an unattractive bottle made me think that perhaps Filliers could have some potential on the alcoholic beverage market, if re-branded, re-bottled, and modernized.

fillierscurrantgenever


First, we were shown a promotional video about the company. The two things were repeated again and again: technological advances allowing to distill Filliers beverages in the best way possible, and traditional values of the family business, which dates back to 1880.


At the end, there was a demonstration of the current range of products. Unfortunately, nothing was mentioned about Filliers's customers.


Craftsmanship and tradition are certainly important in the business of producing genever – no wonder that genever produced by Filliers is quite good. But who buys these products because of their traditional manufacturing techniques?


The old-fashioned look and feel of Filliers bottles probably does have some appeal to Baby Boomers. I am not sure though that many of the sweet and creamy flavors (passion fruit, for instance) would attract a 60-something guy in a local pub.

Confusing.


And it's a pity – the spirits markets in Europe (including Eastern Europe) as well as the US are thirsty for some innovative brands.


An example of how a traditional beverage can stand out and be different is the new brand launched by Paris Hilton: PARIS HILTON RICH PROSECCO. Who would ever think of packaging bubbly into cans?

proseccocan

parishiltonproseccoad

Simply superb, Paris, great product (I've tasted it) and great ads! Read more about Prosecco Rich here.

Filliers should open up its family business to a creative team of “outsiders” with some solid business background and intuition for marketing. Given the overall good quality of the Filliers liquors, I can imagine a zillion ways of identifying new markets, creating a totally different product range and packaging. There is definitely a lucrative niche in the market to make it possible. I have a lot of ideas about how Filliers could reinvent itself, so if it (or a friendly LBO firm) is listening, get in touch!