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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/Heritage-Video/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-columbia-sportswear.html

http://www.thestreet.com/story/11230583/1/columbia-sportswear-company-stock-downgraded-colm.html

http://seekingalpha.com/article/1507282-columbia-sportswear-you-can-buy-the-clothes-but-not-the-Stock

http://www.adweek.com/news/advertising-branding/columbia-sportswear-hires-north-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