Columbia expands its outdoor lifestyle range
Columbia is turning to the lifestyle segment again. Three years ago, the US brand introduced a rewarding strategy, based on an aggressive policy for its entry-level range. Now it wants to exploit the potential beyond tech items.
Columbia did feature in its range some light items, men's shirts and leggings for women. Since last spring however, it has decided to build a fully-fledged lifestyle collection, and for the Autumn/Winter 2016 it has further boosted its Outdoor Lifestyle range.
Columbia is introducing products inspired by the great outdoors but which go easy on tech features, in a series of 40 items for men and 38 for women. The collection includes a 'logo line', consisting of sweatshirts and jackets inspired by the brand's leading items from the 1990s. The main action is however centred on jackets and parkas, as well as sweatshirts, chinos and, on the women's side, skirts. Price-wise, the collection offers tee-shirts for €24.95, while the most expensive of the parkas is priced at € 379.95.
A women's look for Autumn/Winter 2016
Through this collection, Columbia intends to attract younger consumers, and especially make more of a style statement than with its outdoor products, which are functional and aggressively-priced.
In the last quarter, the Columbia Sportswear group (Columbia, Sorel, Mountain Hardwear, PrAna) reported global sales worth $525 million, equivalent to a 10% rise compared to last year, and a 12% one at constant exchange rates.
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