Children’s clothing brand Carter’s announced Tuesday that it is undergoing a revamp to better align with the new generation of parents as it part of its “Watch Them Glow” campaign.
Carter’s main brands include its namesake label and OshKosh B’gosh, sold in standalone stores across the U.S. and through retailers like Walmart, Target, and Amazon.
The rebrand includes a new logo and marketing campaign, aiming to keep the 161-year-old company relevant to its core customers.
“Carter’s has had a front row seat to childhood for 161 years, and that has taught us something pretty simple: Kids arrive with a light and a uniqueness entirely their own,” said Sarah Crockett, chief marketing officer at Carter’s, Inc. “You see it in their curiosity, their imagination, their personalities and all the wonderfully unexpected ways they express themselves. Our role isn’t to create that light for them. It’s to recognize it, encourage it and give it room to shine. This evolution is about taking the trust we’ve earned through generations of helping families and putting it to work in new ways.”
“We recognize that the market difference of our parents in the communities that we’re serving is significant,” Crockett told reporters following the release. “We had an opportunity to really tap into the values that parents are bringing into the household.”
“For generations, families have trusted Carter’s during some of the most important years of their children’s lives,” said Sharon Price John, chief executive officer & president of Carter’s, Inc. “That heritage and market leadership give us both an opportunity and a responsibility to keep growing with those we serve. We’re preserving what has made Carter’s essential while expanding how we put that trust to work, from the products families rely on every day to the experiences, resources and partnerships that support children and the community raising them.”
The rebranding comes as the 161-year-old company has reduced its store presence and laid off staff over the past year to reposition for future growth, especially as the market for baby and kids’ clothing has become more competitive.
Carter’s shares rose 1% following the announcement,
By CEO NA Editorial Staff
