Source: The Business of Fashion
Summary
Jason Short has been appointed as senior vice president and general merchandising manager at Orva, where he will focus on expanding the company’s athletic performance brand portfolio. Short’s appointment is aimed at driving growth and development in the athletic performance sector. According to the company, Short’s expertise will help Orva to strengthen its position in the market.
Our Reading
The trend returns with a new name. Orva’s expansion into athletic performance is a familiar move, echoing the athletic wear boom of the 2010s. The company is likely to repackage existing sportswear concepts with a fresh spin. Jason Short’s appointment signals a strategic push into the market. The athletic performance sector is due for another cycle of growth. Performance wear is the new luxury athleisure.
