Carter’s unveils brand refresh as it courts more Gen Z and millennial parents
Carter’s, a giant in the children’s apparel space, is unveiling its first major brand refresh since 2000, repositioning its marketing and messaging with Gen Z and millennial parents in mind. Carter's CMO Sarah Crockett walked Modern Retail through what led up to the rebrand.
Carter's, a prominent player in the children's apparel industry, is set to undergo a significant brand overhaul, aiming to better resonate with Gen Z and millennial parents. This major rebranding effort, the company's first since 2000, encompasses a new marketing strategy, a refreshed logo, and a revamped visual identity. Central to the rebranding is Carter's new commitment to "let every child's light shine," alongside the introduction of novel marketing strategies, including a dedicated creator program and a collaboration with Outward Bound.
Established in 1865, Carter's has experienced a rollercoaster of changes over its 161-year existence. The company recently announced plans to close 150 stores and eliminate 300 jobs over the next three years, partly due to the financial repercussions of tariffs. Despite these challenges, Carter's has shown resilience, with its net sales growing for three consecutive quarters. In the second quarter of 2026, net sales surged by 5%, reaching $615 million. Further details can be found on modernretail.co.
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