Best in France Contextual analysis January 2005 - Walk 2005.


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Presently works 3 Camper retail outlets in Paris
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Best in France Case Study January 2005 - March 2005 By: Caroline Limet, Myriam Rouis and Gillian Stevenson

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Camper the Company "Social" organization The Fashion Footwear Industry Majorcan establishes Installation in France in 1992 Currently works 3 Camper retail outlets in Paris "Shop-in-Shops" in other style stores Diversification saved for Spain just: inn and eatery in Barcelona (Foodball)

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A Spanish Success Story One of the most seasoned existing shoe delivering families 1975: Franco\'s demise, Spain is a shut nation; practically immature, rustic picture 1976: first product offering in Spain sold in customary shoe shops Spain opens, acknowledges it has potential, Spanish society extends 1981: first exclusive Camper shop in Barcelona 1980\'s: 20 Camper stores all through Spain

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Camper Internationalization 1992: Camper enters the principle design capitals of Europe : Paris, London, Milan Following comparative extension as before 1992: Olympic Games in Barcelona, World Exhibition in Sevilla, Spain demonstrates its dynamism, assuming an essential part in configuration and materials: Agatha Ruiz de la Prada, Mango, Zara… 2000: Globalization: Japan, Taiwan, US, South Africa…

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More than 3500 purposes of offer everywhere throughout the world 60 Camper stores overall 2000: 3 million sets of shoes sold 70 % deals outside Spain 250 shoes popularized every year Facts and Figures Camper piece of Coflusa gathering: Camper, Viajes Iberia (travel office) and Lottusse) 2001: Turnover: € 1.8 billion 8400 workers around the world

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Company\'s Structure in France 3 Camper stores in Paris (10% deals) Rue du Cherche-Midi Rue du Faubourg St Honoré Rue des Francs-Bourgeois « Shop in shops »: corners in vogue retail establishments, for example, Galeries Lafayette Multi-brand purposes of offer

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Company\'s Products Main achievement: first line in France: Pelotas Twins Casi Wabi Collector

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Company\'s Products Product lines keep going for one and only year No particular item accumulation for France Continuity in accumulations and product offerings Prices: from 40 € to 250 €, normal: 110 € Camper\'s unique soles (many are enrolled as trademarks)

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Casual unisex shoes Quality, fun Rural for urbanites Originality, uniqueness ( 2001: chose "Design brand of the year"- Footwear news ) Upscale areas yet less costly than creator shoes Product\'s Image Mediterranean nature, "universally chic" Comfort and innovativeness Neither extravagance, nor sport Diversity Business model: Swatch

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Production Proud roots: 80% of the generation on Majorca Island 20 % in Mainland Spain (Alicante: calfskin capital), Portugal and Morocco No generation in France Production is totally outsourced

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Organization of offers agents 5 deals delegates 2 in charge of Paris 2 in charge of the South 1 situated in Nantes, in charge of the West Mission: Presentation of the showcase Retailers\' accumulation After-deals administration

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Salesforce in a shop One Manager One Assistant Manager A couple Salespeople Cosmopolitan and youthful A five-day deals school in Majorca every year for the administrators The supervisors offer salesadvice to the sales representatives in the shop Move often from a shop in Paris to another Can move to another country in the event that they need to

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Camper\'s Clients 25-35 years of age « bobos » (disappointment in mourn de Passy) Urban Early adopters, pattern supporters Those who set out to be unique Unisex shoes, however womanisation 60% ladies Women: Casi Men: pelotas

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Reasons for development to France "The 1992 Olympic Games realized a radical change in the discernment that the world had of Spain and Spanish things" Paris - one of Europe\'s and the World\'s style capitals Expansion as of now likewise London and Milan FDI: Market Factors over quest for productivity and assets

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Camper\'s Values Towards the costumers : Take your time Walk, don\'t run Mediterranean society, « cultural brand », hispanic environment (shoes, advancement, salesmen) Tradition of craftsmanship de vivre, tourism, welcome Geocentric methodology Shoes enlivened by agriculturist footwear saturated with island custom

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Camper\'s Values In the organization : Young individuals (around 30) The climate of a start-up Very cosmopolitan Relaxed People wear Camper shoes Everyone\'s imagination is urged Easy to move from a position to another No open responsibility

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Promotion Advertisement just from 1998 Only 2% of the turnover committed to advancement Models are regular individuals Global promoting effort (in English and Spanish) Magazines and notices in-shop just Word-of-mouth (chiropodists) Web website Distribution system permits advancement (shop in shops and multibrand)

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Adaptation to France No institutionalized enlistment model Local enlistment of individuals with a sparkle (high rivalry) Internal development through advancement International exchange, no utilization of exiles Training and inspiration : Yearly meetings ("traditions") in Majorca to ingrain the organization\'s qualities Advertisement in French style magazines (Elle) High share of best practices bury nations

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Key advantage numbers Turnover: € 6,4 million in 2003 (versus € 1 million in 1997) 62 workers (7 in 1997) Globally, 3 000 sets sold in 2000 Very little advancement costs (2% of the financial plan) France: first worldwide business sector Springboard for universal extension

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Key Constraint Costs Real home costs (tantamount to London, higher than Milan) Travel costs for preparing purposes Distribution costs Taxation framework Corporate wage charge: 35.4% (versus 35% in Spain, 34% in Italy, 30% in UK) Personal pay: 58% (versus 45% in Spain, 45% in Italy, 40% in UK) Employer government disability: 45% (versus 30.6 % in Spain,35% in Italy, 12,8% in UK) Legal limitations (trademark)

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Essential guidance For the design business, overwhelming interests in element urban communities are fundamental for effective implantation somewhere else Good inner correspondence prompts high representative fulfillment and duty "It\'s ideal to assemble a brand around antiquated thoughts than to attempt to be style forward" Lorenzo Fluxa Camper\'s present achievement is the aftereffect of years of work, family convention, an awesome gathering of individuals and a considerable measure of creative ability Dare to change clients\' propensities Walk, don\'t run

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We say thanks to Philippe Salva Morer, Press and Public relations chief, 22 mourn du Pont Neuf 75001 Paris, psalva@camper.com, 01.42.33.63.46 Andrew Kiernan, Visual Merchandiser, 22 regret du Pont Neuf 75001 Paris, akiernan@camper.com, 01.42.33.64.67 Agnès, shop director, 1 lament du Cherche Midi 75006 Paris Pedro Monge Alvarez, global correspondence administrator, pmonge@camper.es

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Bibliography Camper, les pieds sur terre , Jean-François Arnaud, Le Figaro entreprises, 23.09.2002 Nostalgie et sportswear en ville , Juliette Garnier, LSA, 16.05.2002 Camper, chausseur provincial pour pieds urbains , Gervasio Pérez, Courrier International, Camper à marche forcée , Caroline de Malet, Le Figaro, 23.04.2001 Le "paysan" Camper séduit l\'urbain , Marc Fernandez, Le nouvel économiste, 14.03.2003

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Our group Caroline Limet, HEC G9, 06 63 94 16 82 Myriam Rouis, D49, 06 10 91 12 18 Gillian Stevenson, 23 lament de la Sablière, 75014 Paris, 06 32 35 28 66

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