NAME THIS LOGO
Columbia Sportswear
History Timeline
• 1938 - Started in Portland, OR by woman
named Gert Boyle. Small family owned hat
company
 1960 – Gert Boyle creates fishing
vest and changes company name to
Columbia Sportswear
• 1975 – Columbia goes
INTERNATIONAL!
• Available in 72 countries
• 1990 – First advertisement was created and
aired nationally
• 1991 - Omni-Tech waterproof breathable lines
introduced
• 1993 – Footwear introduced
• 2004 – Company reaches $1 billion dollars in
annual sales
• 2009 – Launched E-commerce
• 2011 – Columbia sponsors US freestyle Ski
Team
• 2013 – Omni-Freeze line (“makes hot people
cool”) wins National Geographic Adventure’s
Gear of the Year
• A couple ads that made their name known:
http://www.columbia.com/HeritageVideo/Explore_Heritage_Video,default,pg.html
STRENGTHS
• Leading innovator in the global outdoor apparel,
footwear, accessories and equipment industries
• Creators are huge outdoor enthusiasts!
• Strong brand recognition
• High quality sportswear
• Strong presence in digital and social media
I.e. Facebook, Twitter, YouTube, & Google+
• Variety of sportswear for sports & outdoor
activities i.e. Shoes, jackets, pants, shirts, coats
• Large target market: kids, men & women
WEAKNESSES
• Expensive
• Identity issue outside of US
and Canada
• Stock is predicted to fall
• Weak operating cash flow
• Unimpressive growth in net income
OPPORTUNITIES
• Make Columbia Sportswear
brand more recognizable
outside of U.S. & Canada
• Market Mobile Apps more
• Expand assortment of sporting
goods
THREATS
• Competitors: Timberland, Nike, North Face,
Patagonia
• Price competition
• International presence
• Counterfeit products sold at lower price
Sources:
http://www.mbaskool.com/brandguide/lifestyle-and-retail/3577-columbiasportswear.html
http://www.thestreet.com/story/11230583/1/columbia-sportswear-companystock-downgradedcolm.html
http://seekingalpha.com/article/1507282-columbia-sportswear-you-can-buy-theclothes-but-not-theStock
http://www.adweek.com/news/advertising-branding/columbia-sportswear-hiresnorth-fall-2014-creative-152408
http://www.columbiasportswear.co.za/columbia-history
http://www.columbia.com/About-Us/About_Us_Landing,default,pg.html
Powerpoint By:
Ivana Mkaic, Mackenzie Williams, Dominique Loberg