Carter’s Evolves 161-Year Legacy by Pivoting Toward Gen Z Self-Expression

By Melissa Ward · Adweek · 2026-09-22

According to Adweek, the children’s apparel giant Carter’s is repositioning its brand identity to better align with the values of Gen Z parents. By moving away from the millennial preference for matching aesthetics, the company is using consumer insights to focus on individuality

According to Adweek, the children’s apparel giant Carter’s is repositioning its brand identity to better align with the values of Gen Z parents. By moving away from the millennial preference for matching aesthetics, the company is using consumer insights to focus on individuality