Research

We Started the project by first understaning the Brand, History and main features. We did this by doing field and online research. It was different as this was the first time we were trying to understand about the international market Camper Characteristics: Company, Quality, Know how of shoes, Modern approach, Sense of humour. Shoe Characteristics: Design oriented, Comfort, Innovative with materials and colour, Technically innovative (flexible and light)

Primary Research

We visited the store located in Via Monte Napoleone, Milano multiple times to gain insights. We got the chance to interview Cecilia (Product Design Director) and Noelia (Shop Assistant).

Brand Prism and SWOT

With the insights we got we did our Desk research. It was highlighted to us that the brand had great opportunities to develop at a global level, along with that they were also focused on making more environmentally friendly shoes. The brands main threats were High expenses for labour costs and interest rates and strong international competition.

Brand Persona

During our research and store observation we marked the current brand persona and decided to change that to a younger audience for the strategy we proposed.

Competition

Geox and Clarks were marked as Campers biggest competitors.

Geox because they were oriented towards design and comfort and had a different target audience, believed in innovation in shoes for all conditions and was of the same price range as Camper.

Clarks because they had a strong heritage, believed in innovation and craftsmanship & had cheaper shoes than Camper.