Children’s clothing brand Carter’s is undergoing a revamp to better align with the new generation of parents as its namesake company tries to recover from sluggish performance in recent years.
The rebrand, announced Tuesday, includes a new logo and marketing campaign that Chief Marketing Officer Sarah Crockett told CNBC aims to keep the 161-year-old company relevant with its core customer.
“We recognize that the market difference of our parents in the communities that we’re serving is significant,” Crockett said. “We had an opportunity to really tap into the values that parents are bringing into the household.”
Carter’s largest brands include its namesake banner and OshKosh B’gosh, which are sold in standalone stores around the U.S. and in retailers including Walmart, Target and Amazon. The rebrand comes as the overall company has shrunk its store footprint and laid off some employees over the past year to try to reposition itself for…
