A lot of global brands have lost visibility in China’s rapid fashion/lifestyle reset.
In our recent evaluation of brand performance, CAMPER showed declining engagement — suggesting it has been somewhat lost in the shuffle of China’s fashion and lifestyle reset over the past few years.
Can CAMPER affect a positive reset with their most recent initiative?
That reset has been defined by:
• Strong growth in outdoor and performance
• Continued momentum in athleisure
• Clearer, more polarized brand positioning
CAMPER’s design-led, lifestyle positioning sits somewhat in the middle — which has made it harder to maintain relevance.
Against that backdrop, the brand’s recent ROKU concept activation in Shanghai is notable, albeit modest in scale.
With the launch of Roku at Shanghai – TIMES REMAKE (徐汇区富民路291号) ...CAMPER introduces a modular footwear system (6 interchangeable parts), alongside a retail format that includes customization and hands-on assembly.
This initiative touches on some important goals:
- Greater emphasis on function and modularity
- A move toward participation (consumer as co-creator)
- Sustainability and circular economy as a trend
- Potential alignment with outdoor trends (climbing)
It’s a small step, and unlikely to materially change brand trajectory on its own.
But it does reflect an attempt to adjust to where the market is heading.
In China, even incremental moves like this can be early signals of how brands are trying to reposition.