As shown by Retviews’ data, Columbia finds itself at the other end of the spectrum, with the lowest average price point for every category. Columbia Sportswear is also the brand with the highest markdowns on its collection. Currently being less environmentally focused than competitors Patagonia and The North Face could be contributing to Columbia’s lower prices.
Delving deeper into Retviews’ data, Patagonia has the highest average price for all categories aside from backpacks and gloves. Within accessories, Patagonia’s bags are 54% more expensive than The North Face’s and 44% more expensive than the market average. This could be directly linked to the fact that Patagonia’s bag assortment is significantly larger than its competitors. Hats are the most prominent accessory across all three brands’ accessories, which is evident within Patagonia’s assortment as hats make up 40% of its accessories. Representing such a significant portion of the accessories’ assortment, Patagonia’s hats are also 11% more expensive than The North Face’s hats.
Retviews: your best ally in benchmarking
Retviews, the AI powered benchmarking tool, tracks more than 5.000 brands across the world, allowing your brand to pinpoint the right assortment and pricing strategy, to stay ahead of the curve. Detect new trends, avoid unnecessary markdowns and improve your performance with Retviews.
Do you want to gain more data backed insight on Patagonia’s strategy? Get an in-depth look at the data behind Patagonia’s sustainability strategy and how the brand has become a sustainable fashion leader in Retviews’ report.
