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cheapbag214s · Posted: Wed 23:10, 28 Aug 2013 Post subject: Mary Portas at Camper-spun5

Mary Portas at Camper
The Camper story began well over a century ago when a Spanish cobbler, Antonio Fluxà, left for England to learn about new methods of manufacturing. He returned towards the capital of scotland - Inca, Majorca, in the late 19th century and brought with him the very first shoemaking machines observed in Spain. Two generations later, in 1975, Antonio's grandson Lorenzo Fluxà come up with Camper brand, in the own words a response to the social and cultural changes happening vacation in the mid-1970s - its ethos ended up being to 'reflect a new lifestyle, a different way of thinking based on freedom but additionally encompassing comfort and creativity'. That freethinking approach clearly translated into commercial success, and after becoming ubiquitous on the Spanish traditional, the brand spent the 1990s expanding overseas. Today there are more than 150 stores in more than 70 countries, 11 of these in Britain.
The windows
I visited Camper's Oxford Street outlet, a narrow façade nestled between a tired looking Carphone Warehouse, and a shiny new Swarovski boutique at the Selfridges end of Britain's busiest shopping street. The window was full of a poster highlighting the brand's main marketing effort for the season - its involvement with the Volvo Ocean Race,[link widoczny dla zalogowanych], for which Camper has sponsored the New Zealand team, and it is release of a special collection of shoes. The main point of this window, however,[link widoczny dla zalogowanych], is not to pedal Camper's latest wares,[link widoczny dla zalogowanych], or create a show-stopping installation,[link widoczny dla zalogowanych], but to permit passersby an unobstructed view in to the store itself which, as you would expect,[link widoczny dla zalogowanych], is a touch bit… different.
Shopability
It's difficult to know where to begin when describing this shop's design. On the one hand, it's relaxed, comfortable, inviting and friendly, but alternatively, it's totally off-the-wall. The flooring is made of those municipal mosaic tiles you'd find in a 1930s public swimming baths, painted within the Camper red, and the shoes are all on a central stand that seemingly bulges up in the floor itself as though the result of some very localised tectonic activity. Weirdly, the staff all live in a plywood booth in the far end, and also the whole right-hand side is included with a full length mirror that effectively doubles the space. The shop's main feature, however, may be the lighting installation that hangs down across the central table. Made from white linen garments - shorts, dresses, T-shirts - drizzled with something to keep them rigid, and hung at varying heights with lightbulbs suspended inside,[link widoczny dla zalogowanych], the fixture is really as mad as a bag of snakes. The company says its stores are its 'best outlet for expression', and judging by this one,[link widoczny dla zalogowanych], it's difficult to disagree.
Was I being served?
I entered the store at a quiet moment in the middle of the week without any other customers present; it took a few moments before I had been acknowledged by among the two staff from their position within the wooden box. She was friendly, polite and looked like the kind of person who'd have a very good chinwag with anyone that gave her the opportunity. No fault of hers,[link widoczny dla zalogowanych], after navigating my way round the shop's limited product offering,[link widoczny dla zalogowanych], I was in and out like a whippet.
Online
Clean, bright, modern, and colourful - the Camper website ticks all of the usability boxes and offers an easy and fun shopping experience. Beyond this, there is interesting content cruising Race (you can satisfy the sailing team, discover the lingo, track their progress and show your support) and a section that permits you to explore all of Camper's bonkers shops and the stories in it (both fascinating and insightful). The best part,[link widoczny dla zalogowanych], however, is the history section, which tells the rich story of the trademark from Antonio's voyage to Britain in 1877, to all from the social outreach projects that it lends its name to today (including an 'edible garden' in Bethnal Green Primary School).
Verdict
This is a story of four generations of shoemaking, and a family business done good. Things i most admire about Camper is it is continuing to grow for an international scale without losing any essence of what it really stands for. This really is one of those rare companies that oozes brand values from every pore - I imagine everyone in the entire organisation lives and breathes the company just like a cult, and it shows. This is a brand having a rich heritage, but which looks forward instead of backwards and the spirit of innovation is peppered throughout everything here. Nobody could accuse Camper to be anything apart from a thoroughly modern, brilliant retailers. And thus it's with great sadness which i have to mention one final thing, the shoes. Camper, I really like you, but your footwear is absolutely and unequivocally hideous. Sort that out, and I is a lifelong advocate.
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