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Columbia Sportswear SWOT Analysis

Published by MBA Skool Team in Lifestyle and Retail category Last Updated: November 27, 2023Read time:

Here is a detailed SWOT analysis of Columbia Sportswear covering strengths, weaknesses, opportunities and threats.

Columbia Sportswear Strengths

  1. Strong legacy built for over 7 decades with the brand being attributed to be the largest American ski apparel brand.
  2. The brand’s unique digital marketing for every sports outfit has been a success.
  3. The brand is present in more than 72 countries through over 13000 retailers.
  4. The brand owns all the facets of the production process which helps it maintain the economies of scale.

Above are the strengths in the SWOT Analysis of Columbia Sportswear. The strengths of Columbia Sportswear looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Columbia Sportswear Weaknesses

  1. The brand is not well-known as its’ competitors in other parts of the word except America.
  2. The brand has not advertised as compare to its competitors who are global leaders in the segment.

These were the weaknesses in the Columbia Sportswear SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Columbia Sportswear Opportunities

  1. The company can start its independent retail operations in some countries to establish its identity as a formidable brand.
  2. The brand can also start e-retailing for its select merchandise in different countries to improve brand visibility.
  3. Increase global penetration by tie-ups

Above we covered the opportunities in Columbia Sportswear SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Columbia Sportswear Threats

  1. The level of fragmentation in the apparel and accessories market is detrimental as there is less customer loyalty.
  2. The brand faces threat from counterfeit products which are sold at a much lower price than the branded ones.
  3. The brand faces an identity issue outside USA which would mean a greater time for brand building.

The threats in the SWOT Analysis of Columbia Sportswear are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Columbia Sportswear SWOT analysis.

About Columbia Sportswear

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Columbia Sportswear Overview
Parent Company

Columbia Sportswear


Apparel and Accessories


Lifestyle and Retail

Tagline/ Slogan

Trying Stuff since 1938


Complete Sportswear brand

Columbia Sportswear STP

Urban upper and upper middle class men and women.

Target Market

Young men and women from the upper middle and upper class


Complete sportswear and outwear brand.

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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