How Carter’s is refreshing its brand to reach Gen Z, millennial parents

Key Points:

• Carter’s is launching a brand identity refresh and marketing campaign titled “Watch Them Glow” on September 15, focusing on self-expression and individuality to connect with young millennial and Gen Z parents while honoring its 161-year legacy.
• The campaign features a new logo with a shooting star apostrophe, a 60-second hero spot airing across connected TV and digital platforms, and a revamped social media strategy including a creator program called Light Makers and a Glow Grants initiative.
• Inspired by research showing modern parents prioritize self-expression and values-driven purchasing, Carter’s aims to deepen emotional connections beyond price, emphasizing trust, quality, and style in its updated brand promise.
• Parent company Carter’s, Inc. has increased marketing spend this year, contributing to a 5% net sales increase in Q2 2026, with efforts focused on channels preferred by target audiences and upper-funnel marketing to build brand consideration.
• The brand is also expanding partnerships with organizations like Boys & Girls Clubs of America and Outward Bound to demonstrate commitment to improving childhood quality and reinforcing its role as a socially responsible brand.