They've entirely lost the thread on the amateur New England vintage running aesthetic that originally set them apart in the first place.
Their insistence on limited product runs is hurting their quality control, as a "navy" sweater and a "navy" beanie end up being completely different shades. If you're about fashion, you can't sell crap to people that they can't match in an outfit, it's basic basic stuff.
They need to stop watering down their lineup by not selling cheaper stuff in Fleet Feet stores to meet particular price points, because it dilutes the brand image. You don't see BMW manufacturing $18,000 cars for a reason.
They need to cull at least 50% of what they produce, because the vast majority of it is junk that sits in a warehouse until their summer sale. Make a ton more Brighton as it's always sold out, make WAY LESS of this Horizon, VC Henley, and Twilight longsleeve crappola.
Their jackets kind of blow now, too. Dry clean only for a vest that you run in?? Who authorizes that in pre-production?
These are textbook late 1980s-mid 1990s Apple type mistakes: lose original purpose and direction, bad quality control, diluting the brand-image with junk, manufacturing way too many products that confuse the customer, creating trash like a $10,000 CD-ROM or dry clean only running gear wow