Carter's rebrand centers on Gen Z parents letting kids pick their clothes
The new logo, tagline and ad campaign reflect shifting attitudes among Gen Z parents, who grew 15% as new customers in Q2.
Carter's rolled out a rebrand — including a new logo, tagline and ad campaign — designed around Gen Z parents' willingness to let their children pick their own outfits. The move responds to a 15% increase in Gen Z parents among Carter's new customers in Q2. The company says the changes reflect shifting attitudes in children's fashion and parenting styles.