Modernizing Heritage for Millennial and Gen Z Parents North American children's apparel leader Carter’s has unveiled a comprehensive brand evolution anchored by a renewed guiding promise to let every child's light shine. Marking its first major visual overhaul since 2000, the 161-year-old retailer introduced a refreshed logo featuring a shooting star in place of the traditional apostrophe, alongside a multimedia campaign titled ‘Watch Them Glow’. Sarah Crockett, Chief Marketing Officer noted, modern millennial and Gen Z parents increasingly prioritize self-expression and individuality, prompting the company to evolve its emotional connection with consumers while maintaining the trusted quality of its children's wear collections.
Scaling community initiatives and retail execution
The nationwide campaign debuted across connected television platforms and digital channels, supported by a new creator program called Light Makers designed to foster supportive parenting communities. Sharon Price John emphasized that preserving foundational brand equity while expanding community resources ensures long-term commercial relevance across retail networks. The visual identity rollout spans digital channels immediately, with comprehensive store layout redesigns, product updates, and packaging integrations scheduled across retail outlets throughout 2027.
Corporate profile and brand footprint
Carter's designs and markets essential apparel and accessories exclusively for babies and young children. Operating prominent banners including Carter's and OshKosh B'gosh, the company distributes products across North American brick-and-mortar stores, major digital platforms, and wholesale retail partners.
