Better Buy: Columbia Sportswear or VF Corporation?

Columbia Sportswear (NASDAQ: COLM) and VF (NYSE: VFC), leaders in the outdoor apparel industry, have each seen their stocks hurt by COVID-induced lockdowns and economic slowdown. In their respective earnings calls, each company's CEO pointed to their "fortress balance sheets" and said they'd come through the crisis even stronger . But while both stocks may be fortified against the current downturn, only one has the enduring brand power to drive long-term success. 

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Columbia Sportswear is small compared to rival VF, about a tenth the size by market capitalization. It also only manages four brands compared to VF's 19. Its strategy is simple: Invest heavily into digital, e-commerce, and direct-to-consumer (DTC) while nurturing and growing its brands' relevance with consumers.

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Source Fool.com