Ryan

 De  Luca  
Brand  strategy  
Sondra  Huber  
10/17/09  
 
Columbia  Sportswear;  a  Sustainable  Brand?  
 
Columbia  Sportswear  is  a  persevering,  sustainable  company  because  its  

founders,  a  committed  family  with  a  do-­‐it-­‐yourself  attitude,  established  the  business  

with  a  commitment  to  strong  values.  Founded  in  1938,  the  company  is  71  years  old  

today,  and  strong  as  ever  before.  As  stated  in  the  Shareholder  Information  on  their  

website    “We intend to achieve sustainable, profitable growth by creating

innovative products, elevating consumer perception of our brands, increasing

consumer and retailer awareness […] creating compelling retail environments,

and building stronger emotional brand connections with consumers over time”

Creating  innovative  products  and  elevating  consumer  perception  go  hand  in  

hand  for  Columbia.  Elevating  consumer  perception  will  only  prove  to  be  a  lasting  

strategy  if  the  quality  of  the  products  is  there  to  back  it  up.  Columbia  headquarters  

is  strategically  located  in  Portland  for  a  reason  according  to  Tim  Boyle  (Thomas  

2009)  “Over  the  past  30  years,  Portland  has  successfully  incubated  a  rich  active  

footwear  and  apparel  industry  cluster,  providing  us  access  to  a  deep  pool  of  

innovative  design,  marketing  and  supply  chain  talent”.  The  company  is  also  known  

for  hiring  designers  who  actively  participate  in  various  outdoor  activities  so  that  the  

products  are  better  adapted  for  the  user.  For  example,  employees  that  enjoy  

snowboarding  on  the  weekends  design  snowboard  gear  etc.  (Anonymous  

Employee).  This  strategy  allows  the  products  to  be  better  designed  for  the  user  
because  a  team  of  authentic  users  creates  them.  The  health  and  treatment  of  the  

employees  is  also  central  to  producing  great  products.  A  research  questionnaire  

revealed  that  Columbia  staff,  from  Color  and  Materials  interns  to  Senior  Footwear  

Designers,  agree  on  several  points  about  the  company.  When  asked  if  they  felt  like  

their  voices  are  heard,  employees  responded  with  answers  including  “yes  definitely”  

(Anonymous  Employee  2009),  and    “leadership  is  open  to  dialogue  about  new  ideas”  

(Anonymous  Employee  2009).  Columbia  is  a  company  whose  successful  product  

lines  spring  from  an  appreciated  and  fairly  treated  design  team.  They  are  allowed  

flexible  schedules,  provided  with  an  on  campus  fitness  center  in  addition  to  the  

friendly  atmosphere  and  “accessible  bosses”  (Anonymous  Employee  2009).  

New changes are regularly being made to provide the consumer with a

memorable experience by creating a successful retail environment. “Columbia  

intends  to  create  unique  user  experiences  for  its  customers,  incorporating  

contextual  product  content  and  rich  media  into  its  sites.  Additionally,  the  company  

will  integrate  ecommerce  kiosks  into  several  bricks-­‐and-­‐mortar  branded  retail  

stores  that  it  plans  to  open  in  key  metropolitan  markets  to  greatly  expand  the  

product  selection  and  inventory  available  in  the  stores”  (Apparel  Magazine  2009).    

Columbia  has  made  efforts  to  get  the  brand  noticed  by  opening  stores  all  over  the  

world.  Recently,  “Columbia’s expansion into Seattle marks the beginning of the

company’s strategy to elevate the retail presentation of its complementary

outdoor brands and drive consumer demand for its broad assortment of

performance outdoor apparel, footwear, accessories and equipment”

(Columbia.com 2009). According to Tim Boyle, this location for a retail store is

strategically sought after because "Seattle is a major hub to the natural wonders

of the Pacific Northwest, Columbia Sportswear’s backyard, and offers a vibrant

urban core of active consumers and proximity to world-class outdoor adventure."

Building emotional connections with the consumers means flexibility  in  the  

right  areas.  When  Columbia  was  founded  they  sold  only  hats  (Columbia.com  2009).  

“Today, an extensive product line outfits customers from head to toe with a wide

variety of outerwear, sportswear, footwear and accessories. Licensed products

even include camping gear, eyewear, home furnishings, watches and bicycles

(Thomas  2009).  The  products  have  undergone  huge  changes  but  the  locally  inspired  

name   has   remained,   the   “family   oriented   values”   (Anonymous   Employee   2009)  

haven’t   changed;   and   the   dynamics   of   this   persevering   company   continue   on.  

Columbia   is   known   to   make   changes   in   order   to   appease   the   concerns   of   their  

customers.   “Pride   in   locally   crafted,   earth-­‐friendly   products   is   one   trait   that  

distinguishes   Oregon   consumers   from   those   nationwide,   say   retail   experts  

and   marketing   professors.   Many   retailers   recognize   that   bent,   too”  

(Gunderson   2006).   In   response   to   this   consumer   desire,   Columbia   recently  

added  a  feature  to  their  website  which  allows  consumers  to  order  their  products  in  

a  post  consumer  recycled  box.    “…More  than  60%  of  online  customers  have  selected  

that   option   during   the   program's   first   month”   (Waste   &   Recycling   News   2009).   Paul  

Zaengle,   Columbia’s   senior   director   of   ecommerce   says,   "As   a   leading   outdoor  

company,   it   is   important   for   us   to   provide   consumers   with   options   that   reduce  

packaging   waste   and   to   make   business   decisions   that   will   reduce   our   overall  

environmental  impact,"  (Waste  &  Recycling  2009)  

Columbia   Sportswear   Company   continues   to   persevere   with   their   old  

fashioned   do   it   yourself   attitude   and   brand   flexibility.   They   pursue   a   sustainable  

future   by   designing   products   that   are   practical   and   innovative,   which   improve   the  

consumers’  brand  perception  and  awareness,  which  in  turn  build  more  meaningful  

relationships   over   time.   Columbia   is   actively   pursuing   these   goals   by   means   of  

creative   and   unique   solutions,   from   taking   suggestions   from   employees   and   staff,   to  

noticing   geographical   consumer   trends   and   opening   stores   in   the   right   locations.  

The   consumers   who   shop   Columbia   know   that   it   is   not   a   passing   fad,   it   has  

maintained  its  good  name  for  71  years  because  people  like  Gert  and  Tim  Boyle  are  

not  afraid  to  take  matters  into  their  own  hands  when  necessary  and  make  positive  

changes  whenever  the  opportunities  arise.    

 
Bibliography  

Apparel  Magazine;  Jul2009,  Vol.  50  Issue  11,  p21-­‐21,  1/4p  

Columbia.com:  10/20/2009    

Gunderson,  Laura:  Oregonian,  The  (Portland,  OR);  11/19/2006  

Thomas, Josh: “Mighty Columbia: Home-Grown Success Story”
Portside Fall 2009
Waste  &  Recycling  News;  9/28/2009,  Vol.  15  Issue  11,  p5-­‐1NULL,  1p