Challenge: Target new moms. Introduce them to Baby B'gosh line from OshKosh. Separate brand from sister brand, Carter's.

Solution: Focus on outfitting rather than individual pieces. Showcase the balance between what the brand is known for (denim, hardware, nostalgia) and what is on-trend for the season (bright pops of color and patterns). Position Baby B'gosh brand as destination for key baby looks and giftable items rather than everyday basics. Give mom easy outfits to buy in bundles.