In a rare move by the company, Columbia Sportswear last week trotted out many of its upper level management team-including 87-year-old founding matriarch Gert Boyle, for her first media appearance in two years-for an intimate look at the company’s Fall 13 line, its flagship store in downtown Portland, as well as its company headquarters and even its top-secret design lab. On hand for the up-close and personal multi-day event was Gert and son Tim Boyle, chief executives and majority stakeholders; Dan Hanson, vice president of global marketing; Adrienne Moser, vice president of global apparel merchandising; Mark Nenow, vice president footwear; Ron Parham, senior director of investor relations and corporate communications; and Woody Blackford, vice president of innovation.
The presentation, made to a small selected group of media, was designed to highlight the company’s new products and goals for 2013. And while Columbia has been continually rolling out new apparel technology since about 2008, execs said they plan to slow the release of innovations in the near term-focusing again on their Omni-Heat reflective technology for Fall 13. The slew of innovations from recent past seasons will continue to be incorporated into new, updated styles and products, ranging from hats and gloves to footwear, baselayers, lifestyle pieces and performance garments.
At the same time, growth for the company’s Sorel footwear brand seems to be accelerating. According to Columbia vice president of footwear Mark Nenow, the company is moving Sorel from simply being a winter brand to an outdoor brand; and is creating a virtual and real life community around the brand that focuses on the female consumer through a series of video productions, social media and enhanced sales channels. Consumers will also see improved and versatile styles for both men and women. Nenow said all three Columbia footwear labels (Montrail, Columbia and Sorel) will refocus on heritage and increase focus on “trail,” while unlocking the potential of Sorel by capitalizing on hugely successful models such as the women’s Joan of Arctic, and the brand’s perception as an authentic heritage product.
According to Tim Boyle, the company has studied carefully the diffusion of innovation over the last several seasons. “One of the things we’ve learned,” he said, “is about how quickly we release them.” Boyle also said the company will strive for a “bigger voice” in coming seasons along with an enhanced marketing message. Columbia said earlier this year it has innovations mapped out through 2016, but for Fall 13, the company will refine its approach to “warm, dry, cool, and protected,” by bringing updated, fashion-forward styles and innovative proprietary materials into garments integrated with existing innovations, primarily Omni-Heat.
Columbia was founded in 1938 by Gert Boyle as a specialty hat company, and she still works everyday at company headquarters and signs every check personally. The Beaverton, OR-based company celebrates its 75th anniversary in 2013.
