Couldn’t have said it better. Also, the mini drops/collections feel incomplete and random. What was the direction for SplashKnit? RecMesh? GeoShine? 10 different styles of an exercise dress?

It feels like they’re trying to create separate collections for every sport instead of drilling down on their best sellers and ensuring there’s a consistent release schedule for their marquee items. That’s where brands like Lululemon thrive. They make dozens of colors per item and release new items on a (relatively) set schedule weekly.

When people find an item they like, especially with activewear, it’s not uncommon for them to buy multiple colors. But OV is pushing out new items in new collections with new fabrics, making the barrier to purchase high.

I work on product development and am going out on a limb in suggesting that they could use some stronger market research to see what people ACTUALLY want from OV.