""The world that is portrayed as motherhood, in a lot of cases, are tropes, and we've played into them," she said. "That's not to say they're not factual in some instances. But it's a little bit like that Instagram effect, where all the glory is shown and all the mess is hidden. And now we're saying, 'You know what? Actually, sometimes the mess is the thing that brings the brightest smile to our faces.'""
""It's all about creating more authentic connection with our consumer base," she said. "That is a sharp, sharp point for our organization across our entire portfolio.""
Sarah Crockett joined Carter's as chief marketing officer after leading marketing at several consumer brands and prioritized getting real about parenting and childhood. The current holiday campaign, "Unwrap the Chaos," depicts kids playing with cookie dough and unraveling gift wrap to celebrate messy, joyful moments. Carter's faces retail challenges including roughly 300 layoffs, 150 store closures planned, tariff pressures, and a drop in net income from $58.3 million to $11.6 million year over year. Marketing efforts will emphasize product durability, value, nostalgia, emotion, and budget-consciousness to win millennial and Gen‑Z parents and strengthen authentic consumer connection across the portfolio.
Read at Modern Retail
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