Evaluating Categories

I was in a meeting and the CEO raised a valid question:

• "We're a masculine, outdoor brand. Why are we selling Women's Dresses?"

The answer was equally compelling:

• "Because the category is our best selling category."

Eventually the best selling category was discontinued, and the brand dealt with the collateral damage associated with the discontinuation of a category.

In 2023 we're going to evaluate our categories. What purpose does a category play in our assortment? If a category doesn't play a role, what could we do with the people and effort associated with making that category work?