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NAME THIS LOGO

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

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NAME THIS LOGO

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  1. NAME THIS LOGO

  2. Columbia Sportswear

  3. 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

  4. 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

  5. 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

  6. 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

  7. WEAKNESSES • Expensive • Identity issue outside of US and Canada • Stock is predicted to fall • Weak operating cash flow • Unimpressive growth in net income

  8. OPPORTUNITIES • Make Columbia Sportswear brand more recognizable outside of U.S. & Canada • Market Mobile Apps more • Expand assortment of sporting goods

  9. THREATS • Competitors: Timberland, Nike, North Face, Patagonia • Price competition • International presence • Counterfeit products sold at lower price

  10. 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: IvanaMkaic, Mackenzie Williams, Dominique Loberg

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