Whether looking to the present or the nostalgic past, Carter’s is focused on what Corey described as “the business of memory making.” The idea is to be present with customers at emotional moments in their lives and give them something to look back at.
A recent partnership with Umbro, for instance, embraced the cross-generational passion for the World Cup with a line of soccer-themed clothing. “We know that our multicultural consumer is more important than ever,” Corey reflected. “How do we show up in this moment where the world’s going to be watching?”
For brands looking to turn their customer signals into winning strategies, Kelly advised breaking down the silos. “A lot of those signals appear in different systems and different silos throughout large organizations,” she said. “Centralizing data enables you to leverage that data over time, see what the trends are, and understand where the consumer is going.”
This is the approach that allows Carter’s to stay modern without losing sight of its past. “We’re not a heritage brand,” Corey concluded. “We’re a brand with heritage.”
