More Than Just Cute

Carter's audience is kind of unique in that having kids is a concentrated moment in time for many.

The parents they once spoke to are today buying Carter's clothes for their grandkids. And now there's a whole new generation of parents to appeal to.

Yes, parents want their kids to look cute and stylish in their threads.

But they also want those clothes to be durable, stretchy, soft and comfy and all the things needs to endure the chaos of *gestures to everything only parents will understand*.

Carter’s clothes are More Than Just Cute.

The brand has successfully democratized cute without breaking the bank and that hasn’t come at the expense of clothes for every day needs.