"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.'"
"Crockett joined Carter's at a pivotal time for the company that has five children's brands in its portfolio - the newest, Otter Avenue, is aimed at toddlers learning to dress themselves. It's also the 130th anniversary of OshKosh B'Gosh, known for its classic denim and overalls. But the company recently announced the layoffs of around 300 workers and is closing down 150 stores over the next few years as it weathers tariff costs and changing consumer habits:"
Sarah Crockett previously led marketing at DSW, Dickie's, Backcountry and Burton Snowboards before becoming Carter's chief marketing officer. The holiday campaign "Unwrap the Chaos" depicts children playing with cookie dough and unraveling gift wrap, embracing messy, authentic parenting moments. The company owns five children's brands, including new Otter Avenue for toddlers and OshKosh B'Gosh celebrating its 130th anniversary. Carter's announced layoffs of about 300 workers and plans to close 150 stores amid tariff pressures and shifting consumer habits, with third-quarter net income falling year-over-year. Marketing will emphasize product durability, nostalgia, emotion and budget-consciousness to reach millennial and Gen Z parents and build authentic consumer connections.
Read at Digiday
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