Question · Q4 2025
Robert Drbul asked about the business development trends from December to February, including initiatives and current weather impact, and the status of the 85% complete order book. He also inquired about the optimal level of brand advertising spend for 2026 and metrics on U.S. brand equity progress.
Answer
Chairman and CEO Tim Boyle noted strong bookings, a cautious approach for Spring 2026 due to tariffs, and conservative winter product inventory, leading to low U.S. inventory. He highlighted the success of the Amaze collection and exciting brand impact projects. Regarding advertising, Tim Boyle felt they were efficient and in the right spot, while EVP and CFO Jim Swanson added that marketing spend increased from 5.9% in 2025 to 6.5% and is planned to be maintained at 6.4% in 2026 to ensure a louder market voice.
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