Carter's, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Headquartered in Atlanta, GA, Carter's, Inc. is one of the largest branded marketers of clothing designed exclusively for babies and young children in the United States. Founded in 1865, the company's main brands include Carter's and OshKosh B'Gosh.
|Main Telephone||(678) 791-1000|
|Main Fax||(404) 892-0968|
Carter's, Inc. ContactsContacts (5/23)
|Michael C.||Chief Executive Officer & Chairman||GA|
Sample of Associated Brands
|Richard W.||Executive Vice President & Chief Financial Officer||GA|
|Greg F.||Executive Vice President, Retail, Marketing & Growth Initiatives||GA|
|Gordon W.||Executive Vice President, Retail, Marketing & Growth Initiatives||GA|
|Nancy M.||Vice President, Sales||GA|
|Child of Mine||*|
|Just One You||*|
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Digital, Social, Radio Opps: Carter's ‘refreshing' newborn to 24 months collections, increasing marketing investments
Subject: social media, digital, display, radio, in-store, direct
Company: Winmo), headquartered in Atlanta, Ga., is one of the largest branded marketers of clothing designed exclusively for babies and young children in the US. The company's main brands are Carter's and OshKosh B'Gosh.
Opportunity: During the Q1 earnings call, Carter’s CEO Mike Casey mentioned that the company was undertaking a global refresh of “one of the most important components” of its Carter’s product offerings: the newborn to 24-months collections. The rebrand will see the offerings – which account for 10% of the company’s consolidated annual sales – now known as “Little Baby Basics.” Per Casey, the product relaunch will be supported by refreshed POS marketing in “thousands” of store locations in the US. Additionally, Carter’s is increasing investments in digital marketing, social media, radio and direct marketing. As part of the relaunch, Carter’s has “re-imagined” creative in order to be more appealing to Millennial moms. Sellers, those with this target demo should definitely be reaching out for possible dollars around the relaunch and throughout the year (through BTS and holiday).
Keep in mind that Carter’s is also “strengthening its brand experience” by extended the sizes on some its lines. To this end, look for size 14 to be introduced for the OskKosh B’gosh brand ahead of BTS marketing events. Carter’s is increasing marketing this year, and CFO Richard Westenberger said that most of these increases will be spent primarily in the US market. Casey also pointed out that “probably more than half” of the marketing will be in digital channels. Note that both Carter’s brand and OshKosh B’gosh have significantly increased their display presence (beginning in Aug. 2015).
New Product Launch: In 2016, the company will be opening 60 Carter’s stores and 50 OshKosh stores, most of which will be in its side-by-side format.
National TV Spend: According to iSpot, Carter’s has not run national TV ads since fall 2013 ($9.1 million). For its part. OshKosh has not run national TV ads since iSpot began tracking (June 2013).
Digital Breakdown: All data is according to Moat
Carter’s: For 2016, Carter’s has run 216 display ads on 541 publishers (<1% mobile). Top ad destinations include: macaronikid.com, aviationpros.com, roblox.com and toysrus.com (33% placed site direct versus programmatically). The brand has also run two high impact ads on Sears. For the same period 2015, Carter’s ran only 20 display ads on 79 publishers (as well as 13 high impact ads). Three percent of these 2015 ads were across mobile and 48& were placed site direct.
For full 2015, Carter’s ran 175 display and 17 high impact ads on 448 publishers (6% mobile; 54% site direct).
OshKosh B’gosh: So far in 2016, the brand has run 91 display ads on 125 publishers (<1% mobile). Top ad destinations have included: macaronikid.com, aviationpros.com, accuweather.com and edjoin.org (73% placed site direct). No high impact or video ads have been run this year. For the same period 2015, the brand ran only six display ads on 15 publishers.
For both brands, the most ads run across shopping, news and sports sites. While Q4 represents the brands’ heaviest presence, note that both have been increasing display advertising since Aug. 2015.
3438 Peachtree Rd.
Atlanta, GA 30326