Carter’s unveils a glow-forward brand refresh to win Gen Z parents
Carter’s is refreshing its 161-year-old brand with a new shooting-star logo, a “Watch Them Glow” campaign, and revamped social channels and a creator program to better connect with Gen Z and millennial parents. The multi-year overhaul includes Glow Grants, partnerships with kids-focused organizations, and a stronger emphasis on self-expression and storytelling, boosted by increased marketing spend that has already contributed to revenue gains.