Carter's unveiled a new brand identity and marketing campaign on Tuesday, as the children's clothing company works to attract a younger generation of parents and build on a recent business turnaround.
The rebrand centers on a new brand promise — "Let every child's light shine" — and a refreshed logo in which a shooting star replaces the apostrophe in the Carter's wordmark, the company said. A new 60-second film called "Watch Them Glow" will debut across connected television as the first major marketing expression of the new direction.
Chief Marketing Officer Sarah Crockett told CNBC that the company sees a significant shift in its core customer base. Gen Z is expected to account for a large share of new parents over the next several years, according to Carter's, and those parents tend to let children make their own clothing choices and turn to social media for guidance.
"We had an opportunity to really tap into the values that parents are bringing into the household," Crockett told CNBC.
The new identity will begin rolling out across Carter's channels in 2026, with additional retail, product, and packaging elements to follow in 2027, the company said. Carter's is also launching a creator program called Light Makers, featuring voices across North America, and expanding partnerships with organizations including Outward Bound and Boys & Girls Clubs of America.
#parents #Marketing #cnbc #America
The rebrand centers on a new brand promise — "Let every child's light shine" — and a refreshed logo in which a shooting star replaces the apostrophe in the Carter's wordmark, the company said. A new 60-second film called "Watch Them Glow" will debut across connected television as the first major marketing expression of the new direction.
Chief Marketing Officer Sarah Crockett told CNBC that the company sees a significant shift in its core customer base. Gen Z is expected to account for a large share of new parents over the next several years, according to Carter's, and those parents tend to let children make their own clothing choices and turn to social media for guidance.
"We had an opportunity to really tap into the values that parents are bringing into the household," Crockett told CNBC.
The new identity will begin rolling out across Carter's channels in 2026, with additional retail, product, and packaging elements to follow in 2027, the company said. Carter's is also launching a creator program called Light Makers, featuring voices across North America, and expanding partnerships with organizations including Outward Bound and Boys & Girls Clubs of America.
#parents #Marketing #cnbc #America
12 hours ago
