Carter's Inc. Rebrands to Attract Generation Z Parents

Children's clothing retailer Carter's Inc. announced a rebranding effort on Tuesday to better attract Generation Z parents and caregivers. The revamp includes a new logo and marketing campaign designed to align with the values of a new generation of parents who rely on social media for decision-making and encourage children to make their own fashion choices. The rebrand will roll out across company channels in 2026, with retail and packaging updates following in 2027.

This strategic shift follows a period of sluggish performance, including a 50% drop in stock value over three years and a decline in adjusted net income for fiscal year 2025. To reposition for growth, the company previously reduced its corporate workforce by 15% and closed 150 North American stores.

Under the leadership of CEO Sharon Price John, the company has seen recent improvements, including a 10.5% increase in U.S. comparable sales in the first quarter of 2026 and growth in new Gen Z customers. Chief Marketing Officer Sarah Crockett is overseeing the campaign to leverage new tools for connecting with today's caregivers.