Woody Blackford, VP Design and Innovation at Columbia
References: columbiasportswear & linkedin
Columbia Sportswear Company produces and distributes outerwear and sportswear. It was established in 1938 by Paul Lamfrom, father of the current chairperson Gert Boyle. From its headquarters in Oregon, Columbia manufactures several lines in categories such as footwear, headgear and skiwear.
Woody Blackford is the VP of Design and Innovation at Columbia. Woody contributes to the success of the Columbia brand via R&D management, design leadership and internally generated innovation. Woody also works on the development of numerous Columbia sub-sections, such as apparel, accessories and equipment.
4 questions with Woody...
1. What is the biggest upcoming trend you see in your industry?
There is renewed interest in the outdoors from a lifestyle perspective. This is a counter-reaction to being connected and on the Internet. It's really nice to disconnect, really nice to be a human outside. People are gaining more appreciation for it, and so they are thinking about products in a more versatile way.
What innovation rituals do you have?
You can't innovate from a desk. You have to be out a lot, listening to the way people wish Columbia was better and then coming up with solutions. You need to constantly be interacting with the field, and then you can figure out the why in the lab.
What role to trends play at Columbia?
We're always looking at the landscape of the market, we have to stay abreast of it. We're in clothing and if products don't align with what people want, it won't sell. For instance, there's now an interest in athleisure...this is a big trend and a big shift for the industry.
What sets Columbia apart from its competitors?
I think it's our authenticity. We're an old company, we've been around a long time. But we have a humble culture. Columbia isn't big on hyping things and going for the quick growth trajectory. We have a long-term, genuine approach to building an outdoor brand in a democratic way. It's for all people, not just for the elite user.
Woody Blackford is the VP of Design and Innovation at Columbia. Woody contributes to the success of the Columbia brand via R&D management, design leadership and internally generated innovation. Woody also works on the development of numerous Columbia sub-sections, such as apparel, accessories and equipment.
4 questions with Woody...
1. What is the biggest upcoming trend you see in your industry?
There is renewed interest in the outdoors from a lifestyle perspective. This is a counter-reaction to being connected and on the Internet. It's really nice to disconnect, really nice to be a human outside. People are gaining more appreciation for it, and so they are thinking about products in a more versatile way.
What innovation rituals do you have?
You can't innovate from a desk. You have to be out a lot, listening to the way people wish Columbia was better and then coming up with solutions. You need to constantly be interacting with the field, and then you can figure out the why in the lab.
What role to trends play at Columbia?
We're always looking at the landscape of the market, we have to stay abreast of it. We're in clothing and if products don't align with what people want, it won't sell. For instance, there's now an interest in athleisure...this is a big trend and a big shift for the industry.
What sets Columbia apart from its competitors?
I think it's our authenticity. We're an old company, we've been around a long time. But we have a humble culture. Columbia isn't big on hyping things and going for the quick growth trajectory. We have a long-term, genuine approach to building an outdoor brand in a democratic way. It's for all people, not just for the elite user.
Trend Themes
1. Renewed Interest in Outdoor Lifestyle - Businesses in the outdoor industry can capitalize on the trend of people wanting to disconnect from technology and embrace being outdoors by creating products that cater to this lifestyle trend.
2. Innovation Through Field Interactions - Companies in the outdoor industry can benefit from adopting Woody Blackford's approach to innovation by not innovating from a desk but by being out in the field, listening to what customers think, and developing solutions.
3. Athleisure Trend in Clothing Industry - Clothing companies need to adapt to the athleisure trend to stay relevant and competitive in the market since it is a big trend and shift for the industry.
Industry Implications
1. Outdoor Industry - Businesses in the outdoor industry can differentiate themselves by being authentic, humble, and creating products that cater to the trend of people wanting to disconnect from technology.
2. Sportswear Industry - Companies in the sportswear industry must stay in tune with what's trending and what people want to continue making and selling products that people will buy.
3. Design Industry - Design industries can benefit from adopting Woody Blackford's approach to innovation by being out in the field, listening to what customers want, and developing practical solutions to meet their needs.
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