Carter’s, best known for its Carter’s and OshKosh B’Gosh brands, is a leader in baby and kids’ apparel, with over $2.8 billion in annual sales. By the end of next year, about two-thirds of its customer base will be Gen Z parents, who demand style, value, ease, and convenience. The company is reaching Gen Z moms through social media, influencers, and fashion-focused events, including showcasing its styles during New York Fashion Week. With a 160-year history, Carter’s is adapting to meet the needs of the newest generation, which has distinct shopping preferences.
Kendra Krugman, Chief Creative and Growth Officer at Carter’s, emphasized the need to change operational processes to drive speed to market and ensure exceptional value across all brands. Carter’s made a significant impact at New York Fashion Week by generating 6.6 million social media impressions, inviting influencers and members of the fashion press to showcase their latest collections. The company, founded in 1865, has growth strategies focused on brand acquisitions, store expansions, and new product lines made from sustainable materials, ensuring it remains relevant as Gen Z becomes the primary consumer demographic.