What's Happening?
Outdoor Voices, an activewear label, is undergoing a significant rebranding effort led by its founder Ty Haney, who returned to the company after being ousted in 2020. Haney showcased new product offerings on Instagram Live, including polished a-line dresses and cotton poplin button-ups, marking a shift from the brand's previous focus on technical compression fabrics. This rebranding aims to expand the brand's appeal beyond workout attire to include more versatile, stylish options. The move reflects a broader trend among direct-to-consumer (DTC) brands to refresh their image and product lines to attract new consumer demographics, particularly Gen-Z.
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Why It's Important?
The rebranding of Outdoor Voices is crucial as it represents a strategic pivot to capture a wider audience and rejuvenate sales. DTC brands like Outdoor Voices face the challenge of maintaining relevance in a competitive market where consumer preferences are rapidly evolving. By diversifying its product offerings, Outdoor Voices aims to increase its market share and appeal to both existing and new customers. This strategy is essential for the brand's survival and growth, especially as it seeks to surpass $100 million in annual sales within the next 12-18 months. The success of this rebranding could set a precedent for other DTC brands facing similar challenges.
What's Next?
Outdoor Voices plans to continue its rebranding efforts by introducing dressier silhouettes and leveraging its popular 'doing things' slogan to appeal to both Gen-Z and Millennial consumers. The brand aims to build on its original mission while evolving its product offerings to meet current consumer demands. The company will need to effectively communicate these changes to its customer base to ensure the rebranding resonates and drives sales growth. As the rebranding progresses, Outdoor Voices will monitor consumer response and adjust its strategy as needed to achieve its sales targets.
