Parkas, Inc. is a manufacturer of top quality jackets and parkas, similar to Columbia sportswear. However, Columbia is perceived as being much more durable and fashionable, and appeals to a younger demographic. This is a segment that Parkas Inc. would like to improve in. What must Parkas Inc. do to improve its standing?

Answers may vary.
It must reposition its brand and work to changes its "personality." If it wants to move closer to Columbia's market position, it may want to offer some of the imagery/appeal that makes Columbia more successful. At the same time, Parkas Inc. wants to maintain its own distinct identity and remain very recognizable and different from Columbia.
Outdoor ads with younger models in rugged situations could be portrayed, with "aftermath" scenarios about how durable and fashionable the product still looks. Also, testimonials could be another way to help the repositioning.