The old is meeting the new at OshKosh B’Gosh Inc., where a revised emphasis on men’s apparel will get a boost from a redesigned web site.
Although it began operating in 1895 as a maker of men’s overalls, OshKosh has focused for many years mostly on children’s clothing. But it’s now bringing back a stronger role for men’s apparel, which will be supported by a more ambitious display of men’s products, including pants, shirts and jackets, on its web site, says Jon Dell’Antonia, vice president of management information systems.
OshKoshBgosh.com is being redesigned to show larger assortments of products, as the Oshkosh, WI-based company responds to customers’ complaints that the web site’s lack of product displays made shopping difficult. The ongoing redesign now enables shoppers to view a wider assortment of products in each category, including men’s apparel as well as selections for children, toddlers and infants.
Helping to promote men’s as well as children’s and other lines, including bedding and other accessories for babies, will be a revised online system of managing web site promotions.
Until now, OshKosh has had to rely on its outside web site developer to create and manage online promotions, including changes to product specifications or timing of special offers. But revisions currently in the works, Dell’Antonia says, will make it easier for OshKosh staffers to manage and put promotions online themselves.