An Agency Review B’Gosh

OSHKOSH, WIS. – OshKosh B’Gosh may be famous for its infant’s and children’s wear, but the company may be giving its workwear a little more attention these days.
Sources say that the company has talked to a few agencies about handling an undisclosed assignment for its workwear clothes. Those contacted are believed to include Chicago-based David Cravit & Associates (formerly Saffer Cravit Advertising), possibly Laughlin/Constable (which handles OshKosh business), and an undisclosed Minneapolis shop
Insiders said last week that David Cravit & Associates had been the front-runner for the assignment, but OshKosh vp/marketing Michael Donabauer said a formal decision wouldn’t come down for another week or so.
Although details on the assignment weren’t made available, workwear has seen little marketing activity in the past as the company has concentrated its efforts on the kids clothes category.
Laughlin/Constable continues to handle the more lucrative mainline kids business. According to Competitive Media Reporting, OshKosh spent roughly $4 million on that part of the business, while spending less than $300,000 behind the men’s sportswear business.
Copyright Adweek L.P. (1993)