This is the most important point: what is the site trying to accomplish? Or better, what are users trying to accomplish with the site? Presumably, the site is trying to sell shoes, and creating an "experience" around those sales might be crucial for Camper. On the other hand, such an experience may be (as in this case) an impediment.

As others have mentioned, the trick is using tools appropriately. But first you need to know for what use cases you are designing.