Ryan De Luca

Brand Strategy Sondra

Huber 10/14/

09

Columbia Sportswear

Brand Identity Fundamentals

-Story behind the brand:Columbia Sportswear is an example of a family business that

has become global through perseverance and success. “Chairman Gert Boyle's parents — German nationals who fled Nazi Germany in 1938 — purchased a small hat company upon their arrival in Portland and named it Columbia Hat Company, after the river that inspired their new home.” 1 Columbia Sportswear is quite a remarkable company for its ability to adapt and for the management to take matters into their own hands. “When suppliers proved unreliable, the family started

making their own products. …This “do it better ourselves” mentality and high standards for quality remain ingrained in the company today.”1 Gert, the present Motherly Icon of the company took the reigns after her husband died. “Despite her lack of business experience and prompts from bankers to sell out, within just a few short years, she and her son, Tim, had trimmed debt and led the company to profitability. Their work force of just 40 has since grown to more than 3,000 employees, and their marketing has been successfully driven by Gert Boyle’s tough mother persona.”2 Gert’s son now runs the company as the president and CEO. The Columbia Sportswear Company was founded on a family-shared appreciation for the outdoors. “The family — like our business — has experienced its ups and downs, but enjoying the outdoors together has always been an inseparable part of the program.”1 “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. The family of brands has grown to include

Montrail, Mountain Hardwear, Pacific Trail and Sorel. Columbia now owns and operates sales offices through wholly owned subsidiaries in Canada, Europe, Japan and Korea.”2

“The homegrown family business may have grown to become a worldwide company, but its corporate headquarters remains rooted in Portland. “This has been our home since the company was founded in 1938,” said Tim Boyle. “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. During that same time period, Portland’s proximity to our Asian development and manufacturing partners has also proven to be an invaluable asset. Beyond those pure business factors, it only makes sense that a leading outdoor company would be based in a region that offers an endless variety of easily accessible outdoor activities for our employees to enjoy and for us to gain valuable insights about the needs of outdoor consumers.””2

1. www.columbia.com “Columbia’s History” 2009

2. Thomas, Josh. “Mighty Columbia: Home-Grown Success Story”

Portside Fall 2009

Company Milestones 1

2006 - Columbia acquires Montrail and Pacific Trail Products

1993-Footwear line introduced

1985 - Sportswear line introduced

1970 - Gert Boyle, a housewife, takes over the company

1960 - Gert Boyle designs first fishing vestColumbia Hat Company becomes Columbia Sportswear

Company

1938 - Columbia Hat Company established

-Positioning Statement:“Columbia Sportswear Company is a global leader in the design, sourcing,

marketing and distribution of active outdoor apparel, footwear and related

accessories and equipment. Founded in 1938, we have earned an

international reputation for innovation, quality, performance, durability,

functionality, dependability and value.”

-investor.columbia.com

-Position in the market: Our products serve consumers ranging from elite mountain climbers who

use Columbia and Mountain Hardwear apparel and accessories, winter

outdoor enthusiasts who wear Columbia and Sorel cold weather boots for

warmth, protection and fashion, hunting and fishing enthusiasts who wear

our Columbia PFG® (Performance Fishing Gear) and PHG® (Performance

Hunting Gear) apparel, top endurance trail runners who wear Montrail

shoes, and outdoor-inspired consumers who wear Columbia sportswear and

footwear for a variety of active outdoor and lifestyle pursuits.

-investor.columbia.com

-Logo:

-Advertising Images:

-Taglines: “Welcome to the greater outdoors” and “Take back the outdoors”