Like what is their business "competitive advantage"? It seems to me like they are just going after the "affluent white serious runners of the Northeast", which is a really niche demographic .
You'd have to live under a rock to think their stuff isn't selling like hot cakes. They're losing their edge a bit though as they become more mainstream and popular. Where's the sash, even subtle, across the merino shirts? Where's the experimental technical plaid wool jacket? Plain turtleneck? Where's the sash?
To answer the subject. The collection is good. The vest looks perfect for XC skiing too.