The retailers are resorting to product innovation in order to keep themselves afloat amidst the ongoing tough retail conditions. In keeping with this trend, sportswear retailer Columbia Sportswear Inc. (COLM) is geared to boost the top line by adding new product lines to its already rich portfolio. The Oregon-based sports apparel maker launched its first Performance Enhanced Down (PED) insulating jacket — TurboDown.
TurboDown uses a new patent pending technology of layering natural down, synthetic Omni-Heat thermal insulation and Omni-Heat Reflective technology that keeps the user comfortable in all weather conditions. The new jackets priced between $130 and $325 are tiered in three categories — Gold, Platinum and Diamond — and are available at multiple retailers as well as online on Columbia Sports' official website.
The new TurboDown jackets have also been proved superior to other similar products selling in the market. In a heat-retention capability test conducted by an independent third-party entity TurboDown jackets beat similar products like Marmot Zeus, North Face ThermoBall, Patagonia Down Sweater and Patagonia Nano Puff by a margin of 8% to 22%.
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Columbia Sportswear is geared to expand its market share through several strategic joint ventures and acquisitions. In Jun 2014, the leading apparel and footwear designer acquired California-based PrAna lifestyle apparel brand. Also, in January, the company set up a 60–40% joint venture in China with Swire Resources — a subsidiary of Swire Pacific Limited — which is an independent distributor of Columbia Sportswear and Mountain Hardwear branded products in China, Hong Kong and Macau. Again, in August, it inked a multi-year apparel licensing partnership with NFL franchise, the Dallas Cowboys.
Investors interested in the textile apparel sector may consider well performing stocks like Hanesbrands Inc. (HBI), V.F. Corp. (VFC) and Perry Ellis International Inc. (PERY).
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